Citas bibligráficas
Alcantara, G., (2023). Influencia de la aplicación de las estrategias del marketing mix en el nivel de las ventas de las microempresas dedicadas a la comercialización de útiles de escritorio, regalos y juguetes, en el distrito de Ate; durante el año 2018 [Universidad Nacional de Educación Enrique Gúzman y Valle]. https://repositorio.une.edu.pe/handle/20.500.14039/9557
Alcantara, G., Influencia de la aplicación de las estrategias del marketing mix en el nivel de las ventas de las microempresas dedicadas a la comercialización de útiles de escritorio, regalos y juguetes, en el distrito de Ate; durante el año 2018 []. PE: Universidad Nacional de Educación Enrique Gúzman y Valle; 2023. https://repositorio.une.edu.pe/handle/20.500.14039/9557
@mastersthesis{renati/1025445,
title = "Influencia de la aplicación de las estrategias del marketing mix en el nivel de las ventas de las microempresas dedicadas a la comercialización de útiles de escritorio, regalos y juguetes, en el distrito de Ate; durante el año 2018",
author = "Alcantara Ninanya, Gilmer Frider",
publisher = "Universidad Nacional de Educación Enrique Gúzman y Valle",
year = "2023"
}
The objective of this research work was as a result of the highly competitive business market and the social, political and economic problems that are negatively affecting microentrepreneurs, the objective of the study was to determine the influence when applying marketing mix strategies at the level of the sales of microenterprises dedicated to the marketing of stationery, gifts and toys in the Ate district, during the year 2018. The study is quantitative, quasi-experimental design, the type of study is basic and applied, the method is hypothetical deductive, the data collection technique was through participant observation, with a population of 120 microenterprises, non-probabilistic sampling and the number of elements in the sample is equal to the number of the population, for its study it was grouped into two groups; experimental group (60) and control group (60). Data collection was carried out through a questionnaire of 39 questions on marketing mix strategies evaluated in both groups in two stages: pre-test and post-test. The instruments were validated by expert judgment, reliability through the Kuder-Richardson KR-20 coefficient, normality through the Kolmogorov – Smirnov test and hypothesis contrast through the Mann Whitney U. The results according to the Mann Whitney U test after the application of the marketing mix strategies to the experimental group, in the post test highly significant differences were observed (z = -6.561, p < 0.05) in favor of the experimental group, being its average range (78.30) higher than the control group (41.70). Therefore, it is concluded: The application of marketing mix strategies significantly influences the level of sales of the microenterprises under study.
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