Bibliographic citations
Saldaña, C., (2023). Modelo de estrategias marketing mix para incrementar el posicionamiento de marca Chifles Crocantitos, Empresa Agroindustrias e Inversiones DARVIGIEL - Tarapoto 2021 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/5000
Saldaña, C., Modelo de estrategias marketing mix para incrementar el posicionamiento de marca Chifles Crocantitos, Empresa Agroindustrias e Inversiones DARVIGIEL - Tarapoto 2021 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2023. http://hdl.handle.net/11458/5000
@phdthesis{renati/1054032,
title = "Modelo de estrategias marketing mix para incrementar el posicionamiento de marca Chifles Crocantitos, Empresa Agroindustrias e Inversiones DARVIGIEL - Tarapoto 2021",
author = "Saldaña Pinto, Carlos Alberto",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2023"
}
Marketing mix strategy model to increase the brand positioning of Chifles Crocantitos, Agroindustrias e Inversiones DARVIGIEL - Tarapoto 2021. A marketing strategy is necessary to evaluate the product to be positioned through the study of the target public, in order to determine the perception of the product and its positioning in the minds of consumers. In the particular context of the Tarapoto district, there is a lack of knowledge about positioning strategies, the use of traditional communication channels is preferred, leaving aside social networks and the internet, the seller are making little publicity for their products, focusing mainly on their role as producers. The main objective was to design a marketing mix strategy model to improve the brand positioning of Chifles Crocantitos, Agroindustrias e Inversiones DARVIGIEL EIRL-Tarapoto 2021. The specific objectives were: to determine how the product, price, place and promotion are related to the brand positioning of Chifles Crocantitos. The methodology was applied, explanatory level and non-experimental design; the sample consisted of 330 clients, to whom a questionnaire was applied. The descriptive and inferential analyses and treatments were performed, where the former was carried out to identify the situation of the variables, while the latter method was used to provide answers to the correlational objectives established in the study. The results showed that the marketing mix dimensions: product (rho= 0.611, p= .000) and affects 37.3%, price (rho=0.622; p= ,000) and affects 38.7%, place (rho=0.602; p= ,000) and affects 36.2% and promotion (rho=0.601; p= ,000) and affects 36.1%. Therefore, it is concluded that the company should implement the proposed differentiated marketing mix model and thus improve its brand positioning.
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