Bibliographic citations
Breña, M., Galarza, K. (2023). Análisis de la influencia del marketing de supermercados de Lima Metropolitana en la fidelización de clientes que se encuentren en un rango de edad de 18 a 40 años en el periodo 2015-2020 [Universidad de Lima]. https://hdl.handle.net/20.500.12724/18541
Breña, M., Galarza, K. Análisis de la influencia del marketing de supermercados de Lima Metropolitana en la fidelización de clientes que se encuentren en un rango de edad de 18 a 40 años en el periodo 2015-2020 []. PE: Universidad de Lima; 2023. https://hdl.handle.net/20.500.12724/18541
@misc{renati/236361,
title = "Análisis de la influencia del marketing de supermercados de Lima Metropolitana en la fidelización de clientes que se encuentren en un rango de edad de 18 a 40 años en el periodo 2015-2020",
author = "Galarza Napan, Kiara Alexandra",
publisher = "Universidad de Lima",
year = "2023"
}
In the present investigation entitled "Analysis of the influence of supermarket marketing in Metropolitan Lima on the loyalty of customers who are in an age range of 18 to 40 years in the period 2015 - 2020", it is analyzed how the marketing carried out by the different supermarkets of Metropolitan Lima affects them. In recent years, the way customers buy has changed, according to Kotler (2015), "customers are better informed and educated than ever, they also have tools to verify what companies offer and to look for better alternatives" (p. .128). For this reason, we consider it important to analyze the relationship of both variables mentioned above. As Schanarch (2011) states, the companies that achieve greater success are those that know the environment, market, competition, their customers and the organization itself very well, which allows the company to identify their needs and expectations. of customers, thus managing to provide a better offer than that offered by the competition. (p.21) This allows consumer loyalty to be more effective by taking into account what the environment is like, what the customer is looking for and how he could satisfy him. The theoretical bases of this research are divided into two variables, the first variable is marketing made up of: marketing mix, types of marketing, 4C model and advertising. The second variable is customer loyalty made up of: high and low degree of consumer loyalty, value for the company, supermarket loyalty program, impact of social networks, supermarket prestige and the influence of supermarket ethics. Regarding the results, it is concluded that consumer loyalty is low compared to changing the supermarket where purchases are made, in the majority of respondents advertising does influence the purchase decision, consumers consider that ethics is very important for all the supermarkets in Metropolitan Lima, the purchase is also affected by the prestige that each supermarket has. It is also found that the most important factor to choose a specific supermarket is the quality of the products followed by the price factor. After the investigation, it is concluded that, of the total number of respondents, 280 people, 69.1% are female. 82.9% of those surveyed, which are 330 people, indicated that they do like to go to the supermarket and prefer to do the shopping accompanied by a person. Advertising has a high impact on purchases made by consumers in 64.07%. In addition, their purchases are influenced by the marketing carried out by the different supermarkets. 57.8% of those surveyed, which are 230 people, indicated that they do not remember the advertising on social networks that supermarkets do. 76.6% of those surveyed, which are 305 people, claim to remember the advertising sent by email by supermarkets. Consumers are satisfied where they make their purchases, considering the quality and price of the products. From the statistical analysis it is concluded that the variables purchase frequencies and consumer satisfaction do not have a normal distribution. For future research, it is recommended to evaluate whether marketing through social networks or advertising sent by email is more effective. Today, most people communicate constantly by email, which indicates a technological trend.
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