Gestión de imagen corporativa e incidencia en decisión de compra de clientes y/o potenciales clientes en Tiendas E.F.E., Huamachuco 2021
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Date
2023
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Universidad Nacional de Trujillo
Abstract
El presente trabajo de investigación, se realizó teniendo como entidad de estudio a Tiendas EFE, de la ciudad de Huamachuco, teniendo como principal objetivo determinar la incidencia de la Gestión de la imagen corporativa en la Decisión de compra de clientes y/o potenciales clientes de Tiendas E.F.E. – Sucursal Huamachuco, 2021, la investigación realizada de acuerdo a su alcance es de tipo descriptiva explicativa, no experimental, se utilizó el Método Inductivo–Deductivo, Método Hipotético–Deductivo, para la recopilación de datos se utilizó la encuesta, como técnica de investigación, para validar la confiabilidad de los datos obtenidos se aplicó el método Alpha de Cronbach, obteniéndose 0.859 para el instrumento de recolección de datos de ambas variables, y para la variable Gestión de imagen corporativa un alfa igual 0.797, para la variable Decisión de compra, se encontró un alfa igual a 0.836; la población estuvo conformada por 1 071 clientes y potenciales clientes y se obtuvo una muestra de 132 clientes, a dicha muestra se le aplicó el instrumento de recolección de datos, y con los datos obtenidos se pudo cumplir con los objetivos de la tesis, comprobar la hipótesis de investigación, llegando a la principal conclusión de que la Gestión de la imagen corporativa incide positivamente en la Decisión de compra de clientes y/o potenciales clientes en Tiendas E.F.E. Agencia Huamachuco, 2021, posteriormente se plantearon las conclusiones y recomendaciones.
ABSTRACT The present research work was carried out having Tiendas EFE, from the city of Huamachuco, as a study entity, with the main objective of determining the incidence of Corporate Image Management in the purchase decision of clients and/or potential clients of E.F.E stores – Huamachuco Branch, 2021, the research carried out according to its scope is descriptive, explanatory, not experimental, the Inductive-Deductive Method, Hypothetical-Deductive Method was used, for data collection the survey was used, as a research technique, to validate the reliability of the data obtained, the Cronbach's Alpha method was applied, obtaining 0.859 for the data collection instrument of both variables, and for the Corporate Image Management variable an alpha equal to 0.797, for the Purchase decision variable, an alpha equal to 0.836 was found; The population consisted of 1,071 clients and potential clients and a sample of 132 clients was obtained. The data collection instrument was applied to said sample, and with the data obtained it was possible to meet the objectives of the thesis, verify the research hypothesis, reaching the main conclusion that Corporate Image Management positively affects the purchase decision of customers and/or potential customers in E.F.E. Agencia Huamachuco, 2021, later the conclusions and recommendations were raised.
ABSTRACT The present research work was carried out having Tiendas EFE, from the city of Huamachuco, as a study entity, with the main objective of determining the incidence of Corporate Image Management in the purchase decision of clients and/or potential clients of E.F.E stores – Huamachuco Branch, 2021, the research carried out according to its scope is descriptive, explanatory, not experimental, the Inductive-Deductive Method, Hypothetical-Deductive Method was used, for data collection the survey was used, as a research technique, to validate the reliability of the data obtained, the Cronbach's Alpha method was applied, obtaining 0.859 for the data collection instrument of both variables, and for the Corporate Image Management variable an alpha equal to 0.797, for the Purchase decision variable, an alpha equal to 0.836 was found; The population consisted of 1,071 clients and potential clients and a sample of 132 clients was obtained. The data collection instrument was applied to said sample, and with the data obtained it was possible to meet the objectives of the thesis, verify the research hypothesis, reaching the main conclusion that Corporate Image Management positively affects the purchase decision of customers and/or potential customers in E.F.E. Agencia Huamachuco, 2021, later the conclusions and recommendations were raised.
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Keywords
Gestión de imagen corporativa, Decisión de compra, Clientes