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Characterization of direct sales executive of nutritional products in the city of Guayaquil

Abstract:

Direct selling is a business with broad growth worldwide, becoming an economic and social engine. In Ecuador there are more than one million direct sales executives. The present work seeks to create groups to characterize executives of direct sales of nutritional products. 423 surveys were carried out, applying a hierarchical cluster model to generate 5 groups. The results show differences in sociodemographic characteristics and business expectations.