Bibliographic citations
Landa, Y., Vilcamiche, A. (2024). Relación entre estrategias de marketing político, actitud del votante y decisión electoral en la segunda vuelta presidencial en Perú 2021 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675347
Landa, Y., Vilcamiche, A. Relación entre estrategias de marketing político, actitud del votante y decisión electoral en la segunda vuelta presidencial en Perú 2021 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675347
@misc{renati/502583,
title = "Relación entre estrategias de marketing político, actitud del votante y decisión electoral en la segunda vuelta presidencial en Perú 2021",
author = "Vilcamiche Huaman, Aldayr Angel",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This investigative study examines the second round of the presidential elections in Peru that took place in 2021, with the main objective of knowing whether or not there is a relationship between the marketing strategies carried out, the attitude of the Peruvian electorate before and after the elections and the decision made. With the present study it is expected to provide greater scope on Peruvian political marketing, specifically on the product or candidate and the promotion. Thus, experts in this branch of marketing present better strategies that allow them to achieve the proposed objectives. The main finding of this investigation indicates that there is a relationship between the variables studied, however, the attitude that the voter presents after the elections does not present a correspondence with the electoral choice and the candidate. Therefore, it is recommended that the strategies worked with the candidate or product take into account external factors that may affect the image of the product after the elections, in order not to conclude or weaken the candidate-voter relationship.
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