Bibliographic citations
Valencia, D., (2019). El posicionamiento y su incidencia en la decisión de compra de los consumidores de Plaza Vea Real Plaza Trujillo 2019 [Tesis, Universidad Privada Antenor Orrego - UPAO]. https://hdl.handle.net/20.500.12759/5123
Valencia, D., El posicionamiento y su incidencia en la decisión de compra de los consumidores de Plaza Vea Real Plaza Trujillo 2019 [Tesis]. : Universidad Privada Antenor Orrego - UPAO; 2019. https://hdl.handle.net/20.500.12759/5123
@misc{renati/371954,
title = "El posicionamiento y su incidencia en la decisión de compra de los consumidores de Plaza Vea Real Plaza Trujillo 2019",
author = "Valencia Zegarra, Diego Ricardo",
publisher = "Universidad Privada Antenor Orrego - UPAO",
year = "2019"
}
The general objective of this research was: To demonstrate the impact of the positioning of Plaza Vea - Real Plaza in the decision to purchase its consumers; being a non-experimental descriptive applied research, a simple probabilistic sampling was used in which a total of 269 clients were obtained, a questionnaire was applied as a data collection instrument, which was composed of 22 questions closed according to the Likert scale, related with the study variables. For the test of the hypothesis the Kendall Tau-b test was used, the design of the research being ““non-experimental descriptive““. The main finding was that 100% of the clients surveyed consider that Plaza Vea is a recognized brand in the market and have a good perception and image gained over the years due to its attributes, it was also obtained that 80 % of customers prioritize the quality-price attribute based on promotions before others and therefore 70% of consumers say they have Plaza Vea -Real Plaza as their first option when they need to make purchases for their home or business. Finally, it was obtained as a general conclusion that the positioning of Plaza Vea-Real Plaza has a significant influence on the purchasing decision of its consumers, in addition it was known that 85% of customers consider that the good positioning of Plaza Vea - Real Plaza is due to the set of attributes (price, quality, offers, location, security, diversification of products, packaging, infrastructure, etc.), offered by the company and thus significantly influence their final purchase decision.
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