Bibliographic citations
Montes, S., (2018). Relación entre las estrategias de posicionamiento de las marcas trujillanas de calzado para caballeros y la lealtad de sus clientes en la ciudad de Trujillo, 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/14962
Montes, S., Relación entre las estrategias de posicionamiento de las marcas trujillanas de calzado para caballeros y la lealtad de sus clientes en la ciudad de Trujillo, 2018 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/14962
@mastersthesis{renati/525006,
title = "Relación entre las estrategias de posicionamiento de las marcas trujillanas de calzado para caballeros y la lealtad de sus clientes en la ciudad de Trujillo, 2018",
author = "Montes Pérez, Sergio",
publisher = "Universidad Privada del Norte",
year = "2018"
}
ABSTRACT In today's competitive markets, it´s very important for companies to achieve a privileged brand positioning that generates the first thing that the consumer thinks and manages to better satisfy a need compared to other brands of the competition and at the same time help in building the loyalty of Customers towards their brands, considered the greatest value for organizations due to the increase in long-term business profitability. In the market of footwear brands in Trujillo, it was detected in 2015 by a local marketing consultancy, that there´s no positioning therefore, it could be predicted that there is no brand loyalty. This research work seeks to know the level of relationship between the strategies for the positioning of footwear brands for men and loyalty to their brands, as well as understand the result of the level of the relationship in the districts of Trujillo and Victor Larco Herrera, 2018 The focus of the present investigation is qualitative and quantitative, level of correlational-causal scope, non-experimental cross-sectional design, the sample consisted of 372 gentlemen between 25 to 54 years of socioeconomic status B and C, with styles of Sophisticated, progressive and formal life corresponding to the designated districts. It was used in data collection, techniques such as interview, interview guide, bibliographic and documentary analysis, with their respective instruments such as the interview guide, the survey form, the bibliographic records and documents respectively. For data processing the Excel spreadsheet was used and to confirm the hypothesis and determine the level of influence between both variables, the SPSS Statistics 20 was used applying the Spearman coefficient. As a result, the main hypothesis of the research was confirmed, which affirms that there is a very significant positive relationship between the positioning strategies of the footwear brands of Trujillo and the loyalty to their brands but at a very small level (Rho = 0.280 ** p = 0.000) due to the existence of positive aspects to communicate to other people and intentions of repurchase offered by brands from Trujillo, however, consumers are not willing to continue purchasing a brand of their preference in the face of an increase in the price of the product. footwear due to an inadequate service in the attention to the public and visual image in store, the lack of an excellent technical quality of footwear not yet achieved, added to a weak communication of a proposition of brand value that is relevant to the Trujillo consumer that generates satisfaction and exceed their expectations. Finally, a brand branding strategy is proposed to increase the share of mind level of a Trujillo shoe brand for men.
This item is licensed under a Creative Commons License