Bibliographic citations
Padilla, C., Ticlavilca, S. (2023). Estudio del uso del marketing mix que influye en la decisión de compra de los consumidores de entre 18 a 25 años que adquieren sus prendas de vestir a través de páginas web en Lima Metropolitana [Universidad de Lima]. https://hdl.handle.net/20.500.12724/20159
Padilla, C., Ticlavilca, S. Estudio del uso del marketing mix que influye en la decisión de compra de los consumidores de entre 18 a 25 años que adquieren sus prendas de vestir a través de páginas web en Lima Metropolitana []. PE: Universidad de Lima; 2023. https://hdl.handle.net/20.500.12724/20159
@misc{renati/235245,
title = "Estudio del uso del marketing mix que influye en la decisión de compra de los consumidores de entre 18 a 25 años que adquieren sus prendas de vestir a través de páginas web en Lima Metropolitana",
author = "Ticlavilca Huayanay, Salma Corali",
publisher = "Universidad de Lima",
year = "2023"
}
The general objective of this research is to identify how the use of the marketing mix influences the purchase decision of consumers between 18 and 25 years old who buy their clothes through web pages in Lima Metropolitana. The type of research is applied, with a correlational scope and a quantitative approach. For this research, a virtual survey was conducted among people between 18 and 25 years old who reside in Lima Metropolitana, and who also buy their clothes through web pages. Finally, 390 surveys were collected. The first chapter aims to describe the problematic situation, evidencing how in Peru, as in other places, the commercialization of goods and services through digital spaces has been increased. In turn, the objectives of the research are described. In the second chapter, develops the background, theoretical basis and definition of basic terms that have been considered more appropriate for the development of the present research. The third chapter presents the hypotheses raised for the research and presents the variables: independent and dependent. Likewise, the deontological aspects that have been considered for this research are presented. In the fourth chapter, the methodological design, sample design, techniques of data collection instruments, such as statistical techniques for information processing are shown. Finally, in chapter number five, the final report of the investigation is presented; where the results of the research are evidenced, the analysis carried out of the validation of the relationship of the study variables through the analysis of Spearman's Correlation, in which a positive relationship was obtained. And the results of the survey accompanied by the corresponding graphs.
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