Publication: Estrategias de marketing directo y nivel de posicionamiento de la empresa Servicios e Inversiones GINO GAS S.A.C., Huamachuco, 2022
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Date
2024
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Universidad Nacional de Trujillo
Abstract
El desarrollo de la presente investigación, tuvo como objetivo principal Determinar la relación de las estrategias de marketing directo con el nivel de posicionamiento de la empresa Servicios e Inversiones GINO GAS S.A.C., Huamachuco, 2022, la investigación realizada de acuerdo a su alcance es de tipo descriptiva - correlacional, no experimental, se utilizó el Método Inductivo, como técnica para la recopilación de datos se utilizó la encuesta con su instrumento el Cuestionario de encuesta, para determinar la confiabilidad de los instrumentos, se aplicó el método Alpha de Cronbach, obteniéndose para el Cuestionario sobre Estrategias de marketing directo, un alfa de 0,712, para el cuestionario de la variable nivel de posicionamiento se tuvo un alfa de 0,723, y para ambos cuestionarios se determinó un alfa de 0,713 lo que indica que los instrumentos de recolección son BUENOS, se trabajó con una muestra tipo censo, ya que se consideró en el estudio a toda la población, a dicha muestra se le aplicó el instrumento de recolección de datos, y con los datos obtenidos se cumplió con los objetivos de la investigación, se contrastó la hipótesis, se elaboraron las conclusiones y se plantearon las recomendaciones, teniendo como principal resultado que, las variables de investigación presentan correlación positiva baja con un coeficiente igual a 0,109, por lo que se concluye que, las variables se relacionan en forma positiva leve, lo que implica que, la implementación de estrategias de marketing directo, no tiene el potencial de mejorar el nivel de posicionamiento de la empresa GINO GAS S.A.C. de Huamachuco.
ABSTRACT The development of this research had as its main objective to Determine the relationship of direct marketing strategies with the level of positioning of the company Servicios e Inversiones GINO GAS S.A.C., Huamachuco, 2022, the research carried out according to its scope is of a descriptive - correlational, non-experimental type, the Inductive Method was used, as a technique for collecting data, the survey was used with its instrument, the Survey Questionnaire, to determine the reliability of the instruments, the Cronbach Alpha method was applied, obtaining for the Questionnaire on Direct Marketing Strategies, an alpha of 0.712, for the questionnaire of the variable level Positioning an alpha of 0.723 was had, and for both questionnaires an alpha of 0.713 was determined, which indicates that the collection instruments are GOOD, a census-type sample was worked with, since the entire population was considered in the study, the data collection instrument was applied to said sample, and With the data obtained, the research objectives were met, the hypothesis was contrasted, conclusions were drawn and recommendations were put forward, having as main result that the research variables present a low positive correlation with a coefficient equal to 0.109, therefore it is concluded that the variables are related in a slight positive way, which implies that the implementation of direct marketing strategies does not have the potential to improve the positioning level of the company GINO GAS S.A.C. of Huamachuco.
ABSTRACT The development of this research had as its main objective to Determine the relationship of direct marketing strategies with the level of positioning of the company Servicios e Inversiones GINO GAS S.A.C., Huamachuco, 2022, the research carried out according to its scope is of a descriptive - correlational, non-experimental type, the Inductive Method was used, as a technique for collecting data, the survey was used with its instrument, the Survey Questionnaire, to determine the reliability of the instruments, the Cronbach Alpha method was applied, obtaining for the Questionnaire on Direct Marketing Strategies, an alpha of 0.712, for the questionnaire of the variable level Positioning an alpha of 0.723 was had, and for both questionnaires an alpha of 0.713 was determined, which indicates that the collection instruments are GOOD, a census-type sample was worked with, since the entire population was considered in the study, the data collection instrument was applied to said sample, and With the data obtained, the research objectives were met, the hypothesis was contrasted, conclusions were drawn and recommendations were put forward, having as main result that the research variables present a low positive correlation with a coefficient equal to 0.109, therefore it is concluded that the variables are related in a slight positive way, which implies that the implementation of direct marketing strategies does not have the potential to improve the positioning level of the company GINO GAS S.A.C. of Huamachuco.
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Keywords
Estrategias, Marketing Directo, Posicionamiento