Simplified protocol for the segmentation strategy in MYPES: marketing as a predictor of technological innovation. A cluster analysis (#2000)

Authors

Navarrete Fernández, Angel Custodio

Gonzáles -Arnao, Walter Héctor

Taboada - Alvarez, Jorge Enrique

Arias - Pittman, José Augusto

Diaz - Vega, Enrique Ubaldo

Herrera - Vega, Héctor Alexis

Gutiérrez- Ascón, Jaime Eduardo

Abstract

The objective of this study is to develop a simplified protocol for the segmentation strategy of marketing conglomerates as a predictor of technological innovation in micro and small businesses (MSEs) of San Juan del Rio in Querétaro, Mexico. The research was carried out in the municipality of San Juan del Río, Querétaro, and focused on MSEs that were active in the year 2023. A sample of 385 micro and small businesses was selected, with a confidence level of 95%. and a margin of error of 5%. A quantitative research method was used through surveys directed at the directors or managers of the selected companies, accompanied by a qualitative approach due to the nature of the survey. The results reveal that marketing is part of technological innovation in companies. In stage 1, non-normality was measured to apply this cluster analysis with the Shapiro-Wilk, Anderson-Darling, Lilliefors and Jarque-Bera tests, all with p-value less than 0.001 for marketing and technological innovation. Stage 2 of the total scale analysis was 0.823 for Cronbach's internal reliability, which allows in stage 3 to develop clusters for three clusters (clusters) and finally in stage 4 of the dynamic simulation analysis the equation model was determined: Technological Innovation = 1.2150 – 0.3974 Good customer service + 0.3763 psychological prices + 1.8981 Brand development; for the intercept coefficient 1.2150 concluding that technological innovation in Mypes still exists for the null marketing variable. For E. Kato, innovation, in addition to technological innovation, brings organizational improvements and marketing innovations and vice versa.