Bibliographic citations
Diaz, M., Paredes, C. (2019). Relación entre las estrategias de fijación de precio y la decisión de compra en un supermercado en la ciudad de Cajamarca en el año 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/21038
Diaz, M., Paredes, C. Relación entre las estrategias de fijación de precio y la decisión de compra en un supermercado en la ciudad de Cajamarca en el año 2018 [Tesis]. PE: Universidad Privada del Norte; 2019. https://hdl.handle.net/11537/21038
@misc{renati/408385,
title = "Relación entre las estrategias de fijación de precio y la decisión de compra en un supermercado en la ciudad de Cajamarca en el año 2018",
author = "Paredes Ruiz, Cristhiam Martin",
publisher = "Universidad Privada del Norte",
year = "2019"
}
In the present work of investigation the relation between the variables Strategies of fixing of price and the Decision of purchase of clients in a supermarket in the city of Cajamarca in the year 2018 was studied, it was used like tool two questionnaires to measure the dimensions of the variables mentioned above; the dimensions of the variable Price strategies studied were five: differential strategies, psychological price strategies, referential pricing strategies, everyday low prices strategy and promotional pricing strategies. Likewise, the dimensions of the purchasing decision variable were four: recognition of the need, search for information, evaluation of alternatives and postpurchase satisfaction. The present investigation had as a research problem What is the relationship between pricing strategies and the purchase decision in a supermarket in the city of Cajamarca in 2018? and as a general objective to determine the relationship between pricing strategies and the purchase decision in a supermarket in the city of Cajamarca in 2018. A non-experimental, transversal, correlational investigation was carried out in a supermarket in the city of Cajamarca, studying a sample of 385 external clients. It was established as a research hypothesis that there is a direct relationship between the pricing strategies and the purchasing decision, when performing the hypothesis test using the Pearson coefficient, it was found that there is a weak positive correlation between the variables studied, what corroborates the hypothesis, in terms of pricing strategies, it was observed that the strategy with the greatest preference on the part of the customers of the supermarket under study is everyday low prices; likewise, the strategy with the least preference was psychological prices. Regarding the correlations between the dimensions of the pricing strategy variable with the purchasing decision variable, it was observed that in all the dimensions there is a positive correlation, which means that pricing strategies are an important factor as for the purchase decision is concerned. KEYWORDS: Purchase decision, pricing strategies, differential strategies, psychological strategies, referential strategies, daily low price strategy, promotional strategy, recognition of need, search for information, evaluation of alternatives, post purchase satisfaction.
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