Citas bibligráficas
Palacios, A., (2019). Percepción de los consumidores/clientes sobre el posicionamiento de las principales tiendas por departamento en Lima Metropolitana periodo 2016-2019 [Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/4769
Palacios, A., Percepción de los consumidores/clientes sobre el posicionamiento de las principales tiendas por departamento en Lima Metropolitana periodo 2016-2019 []. PE: Universidad Nacional Agraria La Molina; 2019. https://hdl.handle.net/20.500.12996/4769
@misc{renati/1114779,
title = "Percepción de los consumidores/clientes sobre el posicionamiento de las principales tiendas por departamento en Lima Metropolitana periodo 2016-2019",
author = "Palacios Mayhua, Alessandro Jair",
publisher = "Universidad Nacional Agraria La Molina",
year = "2019"
}
This research determines the perception of consumers / customers about the positioning of the main department stores in Metropolitan Lima 2016-2019 period. The main objective was to determine the main influential factors in the positioning of the brand in the main department stores, according to the perception of consumers in Metropolitan Lima during the period 2016-2019. Specific objectives include validating whether recall, affinity and differentiation are the main influencing factors in the brand position for consumers in Metropolitan Lima, determining the status of the category in terms of satisfaction, differentiation and loyalty in consumers of Metropolitan Lima and will determine the image associations of the main department stores perceived by consumers The methodology used was descriptive, non-experimental and transversal. It was designed using personal surveys for the quantitative stage and focus group for the qualitative part. The main results obtained were the following: Recall is the main factor for a positioning, since from that first level of knowledge the relationship with the consumer is built, the level of importance of perception and the perception of differentiation follows. Differentiation and affinity although they are important factors, of these two factors, affinity contributes to the main positioning variables, but does not translate into brand positioning with the same magnitude as other indicators, in the same way differentiation is constructed from of image associations. So, this last variable needs special attention to build differentiation.
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