Market elements necessary for the subsistence of the commercial microenterprise, Municipality of Chiautempan, Tlaxcala

Abstract

The objective of this research was to analyze the incidence of failure of commercial microenterprises in the municipality of Chiautempan, Tlax (Mexico), for which a series of variables related to marketing aspects were chosen, as well as others of a non-financial nature, although equally decisive, such as education, previous experience, gender and age of the micro entrepreneurs. Likewise, the following three working hypotheses were formulated: 1) the age of the owner and his knowledge of marketing issues have an important influence on the closure of the commercial microenterprise, 2) the gender of the person who undertakes in a microenterprise has an important influence in its lack of consolidation and 3) education and previous experience in marketing issues affect the consolidation of commercial microenterprises. 27 micro entrepreneurs participated in the study, and a survey was applied to them, designed with the collaboration of university professors in the marketing area. The results, on the one hand, show that the origin of this failure of microenterprises is found not only in aspects related to the payment of rent, the lack of clients or market, but also with the lack of marketing strategies, such as promotion in social networks, the graphic identity or know the product offered. Regarding the hypotheses raised, it can be said that the age and education of the micro entrepreneur influence the consolidation of the business. Also, the (male) gender bias for micro entrepreneurs still prevails. Fortunately, the indices reflected in this study allow us to affirm that the gap is getting shorter, so the difference in opportunities will gradually be minimized.