Economic effects of the shrimp sector: a stochastic approach to sales and advertising expenses during the COVID-19 pandemic.

Abstract

The Ecuadorian shrimp sector led among the countries with the highest production worldwide in the COVID-19 pandemic. The companies have transmitted a message of quality in the production processes of the crustacean and its flavor to its main Chinese buyer. The objective of the study was to analyze the financial effect of advertising spending on sales through linear regression analysis of financial statements from 2016 to 2020 in said sector. The results showed that the increase in sales does not directly depend on advertising spending. It was concluded that advertising is a tool that allows the message of shrimp quality to be transmitted to increase commercialization in the international market.