Abstract
This article is the result of a research study aimed at identifying the relationship between market analysis and sales management among micro-entrepreneurs in Santa Cruz de Juventino Rosas, Guanajuato. This was done through a statistical correlation, using Pearson's correlation coefficient with data from a sample of 593 micro and small enterprises, applying the quantitative research method, transversal exploratory, in which the relationship between market analysis and sales management of the micro-entrepreneurs was analyzed. The following hypotheses were defined: H0: there is no relationship between market analysis and sales management of the microentrepreneurs in Santa Cruz de Juventino Rosas, Gto., and H1: there is a relationship between market analysis and sales management of the micro-entrepreneurs in Santa Cruz de Juventino Rosas, Gto. With a Spearman's Rho of 0.314 and a significantly small p-value, the correlation between both variables was confirmed, validating hypothesis H1. It is concluded, therefore, that there is indeed a relationship between market analysis and sales management.
Published Version
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