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Rosalva Josefina Martínez
Henry Patricio Chiliquinga
Julio César Andrade Palacios
Karina Maricela Jaramillo Mediavilla

Esta investigación tiene como objetivo describir el impacto de la venta directa y el marketing multinivel (MLM) en el desarrollo empresarial en Ibarra, Ecuador, con un enfoque en los sectores cosmético, textil, hogar, calzado y salud. Ambas estrategias implican la venta directa al consumidor final, eliminando intermediarios y utilizando redes sociales para el contacto. El estudio utilizó métodos cuantitativos y cualitativos. Se aplicaron encuestas a 266 residentes de Ibarra para recoger datos sobre sus experiencias y percepciones. Además, se realizaron entrevistas en profundidad y grupos focales con líderes de la industria y participantes activos en el MLM, permitiendo una comprensión detallada de las motivaciones y desafíos. Los resultados revelan que la venta directa y el MLM fomentan el desarrollo productivo, brindan oportunidades de negocio, flexibilidad laboral y generación de empleo, además de contribuir al progreso regional mediante el pago de impuestos.

This research aims to describe the impact of direct selling and multilevel marketing (MLM) on business development in Ibarra, Ecuador, with a focus on the cosmetic, textile, home, footwear and health sectors. Both strategies involve direct sales to the end consumer, bypassing intermediaries and using social networks for contact. The study employed quantitative and qualitative methods. Surveys were conducted with 266 residents of Ibarra
to collect data on their experiences and perceptions. Additionally, in-depth interviews and focus groups were conducted with industry leaders and active participants in MLM, allowing for a detailed understanding of motivations and challenges. The results reveal that direct selling and MLM promote productive development, provide business opportunities, labor flexibility, and job creation, as well as contributing to regional progress through tax payment

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Martínez, R. J., Chiliquinga, H. P., Andrade Palacios, J. C., & Jaramillo Mediavilla, K. M. (2024). Venta directa y marketing multinivel en el desarrollo productivo de Ibarra, Ecuador. Revista Ñeque, 7(18), 204–216. https://doi.org/10.33996/revistaneque.v7i18.137
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