Citas bibligráficas
Prudencio, V., Valverde, K. (2023). Mezcla de promoción de las tiendas del Centro Comercial Vía Pera Shopping de la ciudad de Cusco 2021 [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/6305
Prudencio, V., Valverde, K. Mezcla de promoción de las tiendas del Centro Comercial Vía Pera Shopping de la ciudad de Cusco 2021 []. PE: Universidad Andina del Cusco; 2023. https://hdl.handle.net/20.500.12557/6305
@misc{sunedu/3637428,
title = "Mezcla de promoción de las tiendas del Centro Comercial Vía Pera Shopping de la ciudad de Cusco 2021",
author = "Valverde Manchaco, Katherine",
publisher = "Universidad Andina del Cusco",
year = "2023"
}
The present research project entitled "Promotional Mix of Stores at Vía Pera Shopping Mall in the city of Cusco 2021" aimed to describe the promotional mix of stores at Vía Pera Shopping Mall in the City of Cusco in 2021. It had a basic type, a quantitative approach, was non-experimental, and had a descriptive scope. The target population consisted of the owners of stores at Vía Pera Shopping Mall, and the sample was non- probabilistic, determined by size and convenience, comprising a total of 76 individuals for evaluation. Following the data analysis process, the following results were obtained: a) advertising with an average of 2.62, indicating it is moderately effective, revealing limited reach in attracting customers; b) sales promotion with an average of 4.12, signifying effectiveness and indicating that the activities carried out are helping achieve objectives; c) personal selling, with an average of 3.49, indicating effectiveness and suggesting that the tools used are suitable for closing sales; d) public relations, with an average of 2.49, being less effective, indicating inadequate activities for building good relationships; e) digital marketing, with an average of 1.79, being highly ineffective, indicating that the Shopping Mall is not properly utilizing this tool. Overall, the promotional mix averages 46.1, indicating moderate effectiveness, which shows that the promotional mix is not producing the expected results, directly impacting the sales of all businesses located there.
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