Bibliographic citations
Vasquez, E., (2022). Comportamiento de compra de clientes del canal tradicional y su influencia en la eficacia del programa de fidelidad ‘Socio Backus’ en el sector consumo masivo, Trujillo 2020 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/30514
Vasquez, E., Comportamiento de compra de clientes del canal tradicional y su influencia en la eficacia del programa de fidelidad ‘Socio Backus’ en el sector consumo masivo, Trujillo 2020 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/30514
@misc{renati/448020,
title = "Comportamiento de compra de clientes del canal tradicional y su influencia en la eficacia del programa de fidelidad ‘Socio Backus’ en el sector consumo masivo, Trujillo 2020",
author = "Vasquez Arango, Estrella",
publisher = "Universidad Privada del Norte",
year = "2022"
}
This research is based on the study of a loyalty program with traditional channel segmentation aimed at mass consumption wineries, an area with high competition today. This study proposes to determine the influence of the customer's purchasing behavior on the effectiveness of the ‘Partner Backus’ program in Trujillo, 2020. All based on a non-experimental descriptive methodology. The compiled database was analyzed and interpreted, in order to conclude the research, the study was developed based on commercial indicators to determine the objectives set. Likewise, a technical sheet of indicators was used as an instrument, to detail step by step how the present study was carried out, the results obtained were developed through descriptive statistics. In this way, a broader panorama of the partner's purchasing behavior was obtained, with more detail for each action, category and brand family, as well as determining the fulfillment of objectives set by the company.
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