Bibliographic citations
Mercado, R., Santamaria, S. (2024). El marketing mix y su influencia en la decisión de compra de bebidas alcohólicas en Lima Metropolitana en el 2023 [Universidad de Lima]. https://hdl.handle.net/20.500.12724/20655
Mercado, R., Santamaria, S. El marketing mix y su influencia en la decisión de compra de bebidas alcohólicas en Lima Metropolitana en el 2023 []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/20655
@misc{renati/1442322,
title = "El marketing mix y su influencia en la decisión de compra de bebidas alcohólicas en Lima Metropolitana en el 2023",
author = "Santamaria Serrano, Sebastian",
publisher = "Universidad de Lima",
year = "2024"
}
The main objective was to analyze the influence of the marketing mix on the purchase decision of alcoholic beverages in Metropolitan Lima in 2023. To accomplish this, it was necessary to review the changes in the alcoholic beverage market following the pandemic. There was a noticeable trend of reduced alcohol consumption for health reasons, and also an increase in the use of digital channels. Also, it was questioned how marketing can employ its tools to influence consumers in this new context. A quantitative correlational-causal methodology was adopted, applying an online questionnaire to 385 individuals in September 2023. Respondents were required to be over 18 years-old, to have consumed liquor in the last 30 days prior to the survey, and to reside in Metropolitan Lima. To analyze the questionnaire data, statistical tests were used to validate the hypotheses. Initially, the normality of the variables was reviewed using the Kolmogorov-Smirnov test. Once upon concluding that they did not follow a normal distribution, the Spearman's Rho test was conducted. Regarding the findings, there is evidence of an influence of the marketing mix and its dimensions on the purchase decision. It is worth noting that, while product, price, place, and promotion have a low influence, the lowest of them is the price influence. Nevertheless, marketing mix strategies must adapt to this new environment, which emphasizes a reduction in alcoholic beverage consumption, to attract consumers.
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