The role of the digital media for the commercialization of products and services in Venezuela

Sarkis Agobian Melkonian

Bachelor's thesis

Abstract:

This thesis evaluates electronic commerce in Venezuela from the point of view of users as well as businesses. There is an increasing number of users participating in this market due to both economic difficulties across the country and increasing access to modern technology. The results of the practical section of this thesis give an understanding of the current situation, as well as evaluate the behaviors and preference of the consumers and companies. A set of recommendations has been offered to for the consideration of companies, including: a focus on generations "Z", "Y" and "X" for the offer of products and services; a focus on the link between price and quality with the product/service on offer in order to attract the largest number of consumers; the proper use of digital media based on the type of product or service and the target market; and attention to the cost of shipping to avoid losing potential customers.

Keywords

marketing, social media, business plan, promotion

Language used: English

Date on which the thesis was submitted / produced: 20. 3. 2020

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics and Management / Economics and Management