Bibliographic citations
Jara, K., (2021). Relación entre el neuromarketing y el posicionamiento de marca de la empresa Saga Falabella S. A., Cajamarca, 2020 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/29825
Jara, K., Relación entre el neuromarketing y el posicionamiento de marca de la empresa Saga Falabella S. A., Cajamarca, 2020 [Tesis]. PE: Universidad Privada del Norte; 2021. https://hdl.handle.net/11537/29825
@misc{renati/508892,
title = "Relación entre el neuromarketing y el posicionamiento de marca de la empresa Saga Falabella S. A., Cajamarca, 2020",
author = "Jara Cerna, Katherine Solange",
publisher = "Universidad Privada del Norte",
year = "2021"
}
The present thesis work was carried out in the Saga Falabella departmentstore, developed under the quantitative approach, of a basic type of correlational level, which had as its general objective to determine the relationship between neuromarketing and the brand positioning of the company Saga Falabella S.A, Cajamarca 2020. The information collection instrument applied is the questionnaire consistingof 42 items according to The Likert scale, to the customers of the Saga Falabella department store,finally the study sample of 378 customers. The validity and reliability of the instrument were realized through dcronbach's Alpha coefficient 0.784, the instrument is reliable and consistent. To measure the correlation that exists between these two variables, Spearman's Rho statistical test was applied. It was demonstrated that the relationship between neuromarketing and brand positioning of the company Saga Falabella S.A, Cajamarca 2020, we can conclude that there is a significant relationship at a strong level between the neuromarketing variable and the brand positioning variable with a result of 0.700, accepting the general hypothesis.
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