Propuesta cuenta de ahorro programada por objetivos para la Cooperativa ELGA
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Date
2024-01-01
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Abstract
Esta investigación tuvo como propósito identificar una oportunidad de mercado para
diversificar el portafolio de ahorros de la Cooperativa ELGA mediante la creación de un producto
de ahorro programado por objetivos para generar mayores ingresos y procurar el crecimiento
financiero de sus afiliados. Para determinar la factibilidad del producto se realizó un estudio de
mercado, técnico y financiero a fin de facilitar la toma de decisiones. Se utilizó el método de
investigación deductivo con enfoque mixto y alcance descriptivo, con diseño no experimental. La
técnica implementada fue la encuesta y, como instrumento de recolección de datos, el cuestionario,
arrojando lo siguiente: el 89.2% de los afiliados adquirirían la Cuenta de Ahorro Programada por
Objetivos; un 68.8% lo haría por temas de rentabilidad (intereses); y un 70% estarían dispuestos a
ahorrar en plazos mayores a seis meses. Se concluyó que la Cooperativa tiene una oportunidad de
mercado para ingresar este servicio a través de canales virtuales (Filial Virtual −FIVI−, APPELGA) y, presencialmente, por medio de sus treinta y tres (33) puntos de servicio. Adicionalmente,
existe la probabilidad de utilizar el servicio a través de la FIVI debido a la aceptación del producto.
Como recomendación, se sugiere enfocarse principalmente en el levantamiento del diseño y
desarrollo informático para ambas plataformas (FIVI y APP-ELGA); estableciendo, además, la
campaña de lanzamiento de la cuenta y las gestiones operativas necesarias para facilitar la
operatividad del servicio, considerando la inversión requerida para ponerlo en marcha.
The purpose of this research was to identify a market opportunity to diversify the savings portfolio of Cooperativa ELGA through the creation of a savings product programmed by objectives to generate greater income and seek the financial growth of its members. To determine the feasibility of the product, a market, technical and financial study was carried out to facilitate decision making. The deductive research method was used with a mixed approach and descriptive scope, with a non-experimental design. The technique implemented was the survey and, as a data collection instrument, the questionnaire. The results showed: 89.2% of the members would acquire the Savings Account Programmed by Objectives; 68.8% would do so for profitability reasons (interest); and 70% would be willing to save for periods longer than six months. It was concluded that Cooperativa ELGA has a market opportunity to introduce this service through virtual channels (Virtual Branch −FIVI−, APP-ELGA) and, in person, through its thirty-three (33) service points. In addition, there is a probability of using the service through FIVI due to the acceptance of the product. As a recommendation, it is suggested to focus mainly on the design and computer development for both platforms (FIVI and APP-ELGA); also establishing an account launch campaign, as well as promotional and operational efforts to facilitate the operation of the service, considering the initial investment required to start-up.
The purpose of this research was to identify a market opportunity to diversify the savings portfolio of Cooperativa ELGA through the creation of a savings product programmed by objectives to generate greater income and seek the financial growth of its members. To determine the feasibility of the product, a market, technical and financial study was carried out to facilitate decision making. The deductive research method was used with a mixed approach and descriptive scope, with a non-experimental design. The technique implemented was the survey and, as a data collection instrument, the questionnaire. The results showed: 89.2% of the members would acquire the Savings Account Programmed by Objectives; 68.8% would do so for profitability reasons (interest); and 70% would be willing to save for periods longer than six months. It was concluded that Cooperativa ELGA has a market opportunity to introduce this service through virtual channels (Virtual Branch −FIVI−, APP-ELGA) and, in person, through its thirty-three (33) service points. In addition, there is a probability of using the service through FIVI due to the acceptance of the product. As a recommendation, it is suggested to focus mainly on the design and computer development for both platforms (FIVI and APP-ELGA); also establishing an account launch campaign, as well as promotional and operational efforts to facilitate the operation of the service, considering the initial investment required to start-up.
Keywords
Afiliado/cliente, Estudio Financiero, Estudio de Mercado, Estudio Técnico, FIVI