URRENT SITUATION OF THE OFFER AND DEMAND FOR GRAPHIC SERVICES: PRINTING AS A SUPPORT FOR THE PRODUCTIVE DEVELOPMENT OF THE PRIORITY SECTORS OF THE PROVINCE OF TUNGURAHUA

Abstract

This research is part of a project aimed at the search for quality in the processes of the graphic industry, to obtain printing products and services that guarantee the presence of the productive sectors ofTungurahua innationaland internationalmarkets. The methodology to determine thesupply and demand of graphic services is based on identifying printing companies and companies in priority sectors that require these services. Information was collected with the help of surveys based on design management and served to identify the main graphic services offered and requirementsofcompanies fortheirproducts,likewise, the use of contract for projects and the presence of designers are identified, both in printers, as in companies, where they guarantee due process in creative and pre-production stages.The results raise discrepancies between what is required by companies and what the printers mention they produce, this leads us to conclude that companies do not take advantage of the potential of the printing and graphic services, while, the printing presses still focus on little products representative for the communication and promotion of the image of the company and its products.