Markovian Prospective Analysis: Financial Health as an Effect of Sales Management and Market Analysis, Service SMEs-Huacho.Peru

Resumen

This study aims to determine the extent to which the Markovian prospective analysis of Financial Health is influenced by Sales Management and Market Analysis in Service SMEs in the town of Huacho, Peru. A non-experimental and cross-sectional research design was applied. The independent variables were Sales Management and Market Analysis and Financial Health as the dependent variable. The results reflect an acceptable reliability of the data Cronbach's Alpha = 0.820 and McDonald's Omega = 0.557 the Kolmogorov-Smirnov normality test p-value = 0.000 indicates that the data do not follow a normal distribution, while the Friedman test p-value = 0.000 shows significant differences between the groups analyzed. Nonparametric multiple regression Logit reveals that Finance = 21.625 + 0.399 (New customers) − 0.100 (More sales) − 0.414 (More promotion) + 0.265 (More financing) + 0.111 (Relationships) − 0.820 (Pricing method) − 0.153 (Quality method) + 0.493 (Customers method) + 0.590 (Attention method) − 0.343 (SWOT method). Spearman correlation indicates weak relationships between sales management and financial variables, with the exception of business relationships (r = 0.159). Finally, the Markov analysis shows that the financial stability of the SMEs in Huacho decreases from 86.2% in the initial period to 33.1% in period 12. It is concluded that digitalization and optimization of commercial management could mitigate this vulnerability and improve the financial sustainability of these companies.