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Collave, G., Mantilla, J. (2021). Estrategias de marketing mix y el posicionamiento de la panadería Jorge de Trujillo, 2021 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/8125
Collave, G., Mantilla, J. Estrategias de marketing mix y el posicionamiento de la panadería Jorge de Trujillo, 2021 [Tesis]. PE: Universidad Privada Antenor Orrego; 2021. https://hdl.handle.net/20.500.12759/8125
@misc{renati/371793,
title = "Estrategias de marketing mix y el posicionamiento de la panadería Jorge de Trujillo, 2021",
author = "Mantilla Castro, Josué Moisés",
publisher = "Universidad Privada Antenor Orrego",
year = "2021"
}
Title: Estrategias de marketing mix y el posicionamiento de la panadería Jorge de Trujillo, 2021
Advisor(s): Cieza Mostacero, Segundo Edwin
OCDE field: http://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 2021
Institution: Universidad Privada Antenor Orrego
Abstract: La presente investigación tuvo como objetivo general determinar la relación que
existe entre las estrategias de marketing mix y el posicionamiento de la panadería
Jorge de Trujillo. Con el enfoque cuantitativo de tipo básico con un diseño no
experimental de corte transversal correlacional simple, el instrumento que se aplicó,
fue el cuestionario adaptado de Ramírez (2016) para la variable estrategias
marketing mix y la variable posicionamiento, los mismos que fueron validados por
juicio de expertos en la materia y a través de la V de Aiken, cuyos resultados fueron
0.93 y 0.88; por ser mayores a 0.70 se pudo concluir que los instrumentos fueron
válidos. La confiabilidad que se obtuvo, fue comprobada por el coeficiente de Alfa
de Cronbach, cuyos resultados fueron de 0.736 para las estrategias de marketing
mix y 0.702 para el posicionamiento, que al ser mayores a 0.70 se pudo concluir
que los instrumentos fueron confiables; la población y muestra fueron de 73 clientes
de la panadería Jorge de Trujillo según registro de ventas. El análisis de datos se
realizó mediante el software IBM statistics versión 25, para ello se utilizó la
estadística descriptiva, para determinar el nivel de las variables estrategias de
marketing mix y el posicionamiento, cuyos resultados fueron que la aplicación de
estrategias de marketing mix mantienen un nivel alto con un 98.63% y el
posicionamiento mantiene un nivel medio con un 53.42%. Se concluyó que no
existe relación entre las estrategias de marketing mix y el posicionamiento con un
grado de asociación muy bajo con un valor de -0.237 y una correlación negativa
con la Tau – b de Kendall de -0.171 en la panadería Jorge de Trujillo.
The present investigation had as general objective to determine the relationship that exists between the marketing mix strategies and the positioning of the Jorge de Trujillo bakery. With the basic type quantitative approach with a simple correlational cross-sectional non-experimental design, the instrument that was applied was the adapted questionnaire from Ramírez (2016) for the marketing mix strategies variable and the positioning variable, which were validated by judgment of experts in the field and, through the V of Aiken, whose results were 0.93 and 0.88; Since they were greater than 0.70, it was possible to conclude that the instruments were valid. The reliability that was obtained was verified by the Cronbach's Alpha coefficient, whose results were 0.736 for the marketing mix strategies and 0.702 for the positioning, which being greater than 0.70 it was possible to conclude that the instruments were reliable.The population and sample were 73 clients of the Jorge de Trujillo bakery according to sales records The data analysis was carried out using the IBM Statistics version 25 software, for which descriptive statistics were used to determine the level of the variables marketing mix strategies and positioning, the results of which were that the application of marketing mix strategies maintains a high level with 98.63% and the positioning maintains a medium level with 53.42%. It was concluded that there is no relationship between marketing mix strategies and positioning with a very low degree of association with a value of -0.237 and a negative correlation with Kendall's Tau - b of -0.171 in the Jorge de Trujillo bakery
The present investigation had as general objective to determine the relationship that exists between the marketing mix strategies and the positioning of the Jorge de Trujillo bakery. With the basic type quantitative approach with a simple correlational cross-sectional non-experimental design, the instrument that was applied was the adapted questionnaire from Ramírez (2016) for the marketing mix strategies variable and the positioning variable, which were validated by judgment of experts in the field and, through the V of Aiken, whose results were 0.93 and 0.88; Since they were greater than 0.70, it was possible to conclude that the instruments were valid. The reliability that was obtained was verified by the Cronbach's Alpha coefficient, whose results were 0.736 for the marketing mix strategies and 0.702 for the positioning, which being greater than 0.70 it was possible to conclude that the instruments were reliable.The population and sample were 73 clients of the Jorge de Trujillo bakery according to sales records The data analysis was carried out using the IBM Statistics version 25 software, for which descriptive statistics were used to determine the level of the variables marketing mix strategies and positioning, the results of which were that the application of marketing mix strategies maintains a high level with 98.63% and the positioning maintains a medium level with 53.42%. It was concluded that there is no relationship between marketing mix strategies and positioning with a very low degree of association with a value of -0.237 and a negative correlation with Kendall's Tau - b of -0.171 in the Jorge de Trujillo bakery
Link to repository: https://hdl.handle.net/20.500.12759/8125
Discipline: Administración
Grade or title grantor: Universidad Privada Antenor Orrego. Facultad de Ciencias Económicas
Grade or title: Licenciado en Administración
Juror: Uceda Dávila, Lucero de los Remedios; Cassinelli Doig, ,Italo Ranieri; Guevara Corcuera, Hermes Rene
Register date: 18-Oct-2021
This item is licensed under a Creative Commons License