Estrategias de lovemark y su influencia en la lealtad de consumidores de cerveza Pilsen Callao en Trujillo: 2020
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Date
2021
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Universidad Nacional de Trujillo
Abstract
El presente trabajo de investigación tuvo como propósito determinar las estrategias de lovemark y su influencia en la lealtad de consumidores de Pilsen Callao en Trujillo: 2020. El problema de investigación está planteada con la siguiente interrogante: “¿De qué manera las estrategias de lovemark influyen en la lealtad de consumidores de Pilsen Callao en Trujillo?”, la cual tiene como hipótesis: Las estrategias de lovemark influyen significativamente en la lealtad de los consumidores de Pilsen Callao en la ciudad de Trujillo. Asignándose como variable de estudio independiente: estrategias de lovemark, y como variable dependiente: lealtad en los consumidores de Pilsen Callao. Se utilizó el diseño de investigación no experimental, descriptivo, correlacional, asimismo se utilizaron las siguientes estrategias metodológicas: Inductivo – deductivo, analítico, estadístico y la aplicación de encuesta para recolectar datos. La población compuesta por 220430 personas, elemento que será objeto de estudio estuvo compuesta por todas las personas mayores de 18 años de Trujillo, y se tomó como muestra a 386 personas para ser interrogadas a través de la encuesta diseñada, de las cuales 347 personas consumían cerveza Pilsen Callao. Luego de haber aplicado el estudio de investigación, se concluye de acuerdo a los resultados obtenidos que Pilsen Callao aplica estrategias de lovemark que como corolario genera y fortalece el vínculo emocional entre marca y consumidor; por ende, las estrategias de lovemark influyen significativamente en la lealtad de los consumidores de Pilsen Callao.
ABSTRACT The purpose of this research work is to determine the lovemark strategies and their influence on the loyalty of consumers in Pilsen Callao in the city of Trujillo: 2020. The research problem is posed with the following question: “In what way do the strategies influence the loyalty of consumers of Pilsen Callao in Trujillo?” which has as hypothesis: Lovemark's strategies decisively influence the loyalty of consumers of Pilsen Callao in the city of Trujillo. Assigned as an independent study variable: lovemark strategies, and as a dependent variable: loyalty in Pilsen Callao consumers. The non-experimental, descriptive, correlational research design was used, as well as the following methodological strategies: Inductive - deductive, analytical, statistical and the application of a survey to collect data. The population, an element that will be the object of study, was made up of all people over 18 years of age in the city of Trujillo, and 386 people were taken as a sample to be questioned through the designed survey. After having applied the research study, it is concluded according to the results obtained that Pilsen Callao applies lovemark strategies that, as a corollary, generates and strengthens the emotional bond between brand and consumer; therefore, lovemark strategies decisively influence the loyalty of Pilsen Callao consumers.
ABSTRACT The purpose of this research work is to determine the lovemark strategies and their influence on the loyalty of consumers in Pilsen Callao in the city of Trujillo: 2020. The research problem is posed with the following question: “In what way do the strategies influence the loyalty of consumers of Pilsen Callao in Trujillo?” which has as hypothesis: Lovemark's strategies decisively influence the loyalty of consumers of Pilsen Callao in the city of Trujillo. Assigned as an independent study variable: lovemark strategies, and as a dependent variable: loyalty in Pilsen Callao consumers. The non-experimental, descriptive, correlational research design was used, as well as the following methodological strategies: Inductive - deductive, analytical, statistical and the application of a survey to collect data. The population, an element that will be the object of study, was made up of all people over 18 years of age in the city of Trujillo, and 386 people were taken as a sample to be questioned through the designed survey. After having applied the research study, it is concluded according to the results obtained that Pilsen Callao applies lovemark strategies that, as a corollary, generates and strengthens the emotional bond between brand and consumer; therefore, lovemark strategies decisively influence the loyalty of Pilsen Callao consumers.
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Keywords
Lealtad de consumidor, Estrategias de lovemarks, Marca