Bibliographic citations
Alberca, D., (2023). Estrategia genérica por diferenciación y su impacto en el posicionamiento de la marca Austral Group S. A. A., de San Isidro, 2021 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/36146
Alberca, D., Estrategia genérica por diferenciación y su impacto en el posicionamiento de la marca Austral Group S. A. A., de San Isidro, 2021 [Tesis]. PE: Universidad Privada del Norte; 2023. https://hdl.handle.net/11537/36146
@misc{renati/421685,
title = "Estrategia genérica por diferenciación y su impacto en el posicionamiento de la marca Austral Group S. A. A., de San Isidro, 2021",
author = "Alberca Ruiz, David Francisco",
publisher = "Universidad Privada del Norte",
year = "2023"
}
The increase in competition has prompted companies to be more creative in the execution of different commercial strategies, which have to opt for different methodologies to achieve positioning, especially in companies in the fishing industry, which is a competitive and profitable market. The objective of this research is to determine if the attributes of the generic differentiation strategy have a positive correlation with brand positioning. The methodology presents a quantitative research approach, descriptive correlational, cross-sectional and non-experimental design. A questionnaire using the Likert scale was used for data collection, which was validated by means of expert judgment criteria. The target public are the clients of the company Austral Group S.A.A. The sample is random sample of 70 people, who completed a structured questionnaire with 51 questions. Its reliability was determined by Cronbach's Alpha, obtaining a result of 0.941, which shows the reliability of the instrument used and a correlation coefficient of 0.98 was obtained, as well as a p. value of less than 0.05 after the normality test, all of which was necessary to evaluate the correlation.
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