Bibliographic citations
Chavez, D., Salleres, M. (2022). Estrategia de diferenciación y su relación con la decisión de compra de los consumidores en supermercados durante el periodo de inmovilización social en Lima Metropolitana, 2020-2021 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/661934
Chavez, D., Salleres, M. Estrategia de diferenciación y su relación con la decisión de compra de los consumidores en supermercados durante el periodo de inmovilización social en Lima Metropolitana, 2020-2021 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/661934
@misc{renati/1293387,
title = "Estrategia de diferenciación y su relación con la decisión de compra de los consumidores en supermercados durante el periodo de inmovilización social en Lima Metropolitana, 2020-2021",
author = "Salleres Capellino, Mario Carlos",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
The present research work has as its main objective to determine the relationship of differentiation strategies in the purchase decision of consumers in supermarkets during the period of social immobilization in Metropolitan Lima, 2020-2021. The research design is non-experimental - cross-sectional. The variables were not manipulated and the study was conducted at a specific time. The scope is correlational to evaluate the relationship that exists between the variables. The methodology established for data collection is of a mixed approach, in the qualitative route interviews were conducted with experts and in the quantitative route, Likert-type surveys were used with consumers of supermarkets in Metropolitan Lima. As result, the relationship between "Differentiation strategies" and "Purchase decision" was determined, with a Chi-square value of 98.926 and a significance of 0.000. Likewise, the relationship of the four dimensions of the "Differentiation strategies" variable with the "Purchase decision" variable was determined. The research concludes that there is a direct and significant relationship between the variables under study. Affirming that the more supermarkets implement differentiation strategies, greater is the positive relationship on the purchase decision of supermarket consumers. Finally, it is recommended to conduct future research in other sectors with the model of differentiation strategies of Yamin et al. (1999), which is recommended to supermarkets to take as a basis for the implementation of successful strategies.
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