Tastes and preferences of radio listeners in Acámbaro, Guanajuato.
DOI:
https://doi.org/10.18583/umr.v1i2.18Keywords:
Direct competition, Marketing strategies, BenchmarkingAbstract
In Acambaro, Gto City; a quantitative research was conducted, thanks and caused by a sequential mixed analysis, like part of the first ‘benchmarking’ phase; where was obtained necessary information in order to detect the main radio station that the city prefers. We cannot skip this first step; because with the obtained data, we still giving continuity to the second phase (qualitative), the purpose it’s to do a thorough analysis; between detected competition vs specific radio organization (the which that was not mentioned by ethical reasons); with that, the intention it’s to generate marketing strategies and apply them and get a customer’s increasement, and they are listeners and sponsors.
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