Publication: Estrategias de marketing e imagen de marca de F & R Alama E.i.r.l., Piura 2023
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Date
2023
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Universidad Nacional de Trujillo
Abstract
El presente trabajo de investigación se realizó en el establecimiento de comida “Mr. Dannys”. Se tuvo como problema general: ¿Cuál es la relación entre las estrategias de marketing y la imagen de marca de F & R Alama E.i.r.l Piura 2023; cuyo objetivo principal fue: Determinar la relación entre las estrategias de marketing y la imagen de marca de F & R Alama E.i.r.l; la hipótesis: Las estrategias de marketing tienen una relación alta con la imagen de marca de F & R Alama E.i.r.l. El diseño de investigación fue no experimental, transversal y correlacional descriptivo. La técnica de investigación usada fue la encuesta y el instrumento, el cuestionario. Se determinó a través del método Alpha de Cronbach que el instrumento obtuvo un índice de confiabilidad de 0.834. Para validar el instrumento se aplicó el método por juicio de expertos cuya población estuvo conformada por 250 clientes frecuentes y la muestra fue hallada a través del método probabilístico Muestreo Aleatorio Simple cuya cifra fue de 152, obtenida mediante la base de datos de la empresa. Se usaron los programas SPSS v.27 y Ms Excel 365 para la tabulación y análisis de datos. Finalmente, la conclusión fue: las estrategias de marketing no tienen relación alta con la imagen de marca de F & R Alama E.i.r.l, Piura 2023. De esta manera, se reportó un coeficiente de correlación (Spearman) igual a 0.464; con una sig. bilateral menor a 0.05. Por tanto, se acepta la hipótesis nula y se rechaza la hipótesis alterna.
ABSTRACT This research work was carried out in the restaurant “Mr. “Dannys.” The general problem was: What is the relationship between the marketing strategies and the brand image of F & R Alama E.i.r.l Piura 2023; whose main objective was: Determine the relationship between marketing strategies and the brand image of F & R Alama E.i.r.l; the hypothesis: Marketing strategies have a high relationship with the brand image of F & R Alama E.i.r.l. The research design was non-experimental, cross-sectional and descriptive correlational. The research technique used was the survey and the instrument, the questionnaire. It was determined through Cronbach's Alpha method that the instrument obtained a reliability index of 0.834. To validate the instrument, the method was applied by expert judgment whose population was made up of 250 frequent customers and the sample was found through the probabilistic Simple Random Sampling method, the number of which was 152, obtained through the company's database. SPSS v.27 and Ms Excel 365 programs were used for data tabulation and analysis. Finally, the conclusion was: marketing strategies do not have a high relationship with the brand image of F & R Alama E.i.r.l, Piura 2023. In this way, a correlation coefficient (Spearman) equal to 0.464 was reported; with a sig. bilateral less than 0.05. So, the null hypothesis is accepted and the alternative hypothesis is rejected.
ABSTRACT This research work was carried out in the restaurant “Mr. “Dannys.” The general problem was: What is the relationship between the marketing strategies and the brand image of F & R Alama E.i.r.l Piura 2023; whose main objective was: Determine the relationship between marketing strategies and the brand image of F & R Alama E.i.r.l; the hypothesis: Marketing strategies have a high relationship with the brand image of F & R Alama E.i.r.l. The research design was non-experimental, cross-sectional and descriptive correlational. The research technique used was the survey and the instrument, the questionnaire. It was determined through Cronbach's Alpha method that the instrument obtained a reliability index of 0.834. To validate the instrument, the method was applied by expert judgment whose population was made up of 250 frequent customers and the sample was found through the probabilistic Simple Random Sampling method, the number of which was 152, obtained through the company's database. SPSS v.27 and Ms Excel 365 programs were used for data tabulation and analysis. Finally, the conclusion was: marketing strategies do not have a high relationship with the brand image of F & R Alama E.i.r.l, Piura 2023. In this way, a correlation coefficient (Spearman) equal to 0.464 was reported; with a sig. bilateral less than 0.05. So, the null hypothesis is accepted and the alternative hypothesis is rejected.
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Keywords
Estrategias de marketing, Imagen de marca, Marketing