La relación entre el Marketing Mix y la Decisión de Compra en retailers de moda de Lima Metropolitana, 2023
Open accessAbstract
La presente investigación tiene como finalidad analizar la relación entre el Marketing Mix y la Decisión de Compra en Retailers de moda de Lima Metropolitana, 2023. El marketing mix, es un concepto de cuatro elementos que viene siendo utilizado para alcanzar metas y lograr un crecimiento de ventas en cualquier organización. Sin embargo, cuando se habla del sector moda, se trabaja con cinco elementos, publicidad, precio, intensidad de distribución, imagen de la tienda y ubicación de la tienda. Además, la variable de decisión de compra, la cual pertenece al proceso de la decisión de compra, nos ayuda a analizar los factores que afectan a los clientes antes y después de realizar una compra
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Bues, M., Steiner, M., Stafflage, M., & Krafft, M. (2017) · Psychology & Marketing · doi:10.1002/mar.20981 · Cited by 110 · see citing works
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- Authors
- Vega Bianchi, N. M., & Cabello Morales, S. V.
- Venue
- Universidad Peruana de Ciencias Aplicadas (UPC)
- Published
- 2024-10-17
- OpenAlex
- W4410906110
- Cited by
- 0
- References
- 1
- Type
- dissertation
- Language
- es
- Open access
- green
- doi.org
- Licence
- cc-by-nc-sa
- Locations
- Universidad Peruana de Ciencias Aplicadas (UPC) (publishedVersion, cc-by-nc-sa)
- Repositorio Académico UPC (Universidad Peruana de Ciencias Aplicadas) (submittedVersion, cc-by-nc-sa)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- marketing mix, purchase decision, fashion retailers, consumer behavior, advertising, pricing, distribution intensity, store image, store location, Lima Metropolitana
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