La presente invetigación, tuvo como objetivo Proponer un modelo teorico de gestión de la personalidad de marca de productos lácteos para el distrito de Chiclayo. La investigación es de tipo descriptivo-correlacional, de diseño no experimental de corte transversal. La muestra que se consideró para el estudio estuvo conformada por 383 habitantes del distrito de Chiclayo. La técnica que se utilizó fue la encuesta y como instrumento el cuestionario de encuesta. Se encontró; que existe una relación de 0,337 entre la personalidad de marca y la lealtad de los consumidores de productos lácteos en el Distrito de Chiclayo. Con respecto a los aspectos de la personalidad de marca de los productos lácteos en el Distrito de Chiclayo, se evidencia la importancia de la marca en el 83% de los consumidores de dichos productos. La marca de producto lácteo con mayor recordación, es Gloria con ...

The main objective of this research was a marketing plan based on a saving and credit union based on theories of service marketing to improve competitiveness. Therefore, it focused on addressing service marketing strategies to go up the levels of customer acquisition and retention in the diverse offer of its products, both in passive operations (deposits) and in active operations (placements) and this way improve your position in the ranking of cooperatives. A descriptive quantitative methodology was followed, using the survey and the interview as techniques. IBM SPSS Statistics v.22 software was used, using descriptive statistics; where it was possible to identify the most relevant characteristics of the problem, both in its origin and in its development, and based on it, tables and figures showing the frequencies and percentages have been prepared. The results revealed that there are m...

The main objective of this research was a marketing plan based on a saving and credit union based on theories of service marketing to improve competitiveness. Therefore, it focused on addressing service marketing strategies to go up the levels of customer acquisition and retention in the diverse offer of its products, both in passive operations (deposits) and in active operations (placements) and this way improve your position in the ranking of cooperatives. A descriptive quantitative methodology was followed, using the survey and the interview as techniques. IBM SPSS Statistics v.22 software was used, using descriptive statistics; where it was possible to identify the most relevant characteristics of the problem, both in its origin and in its development, and based on it, tables and figures showing the frequencies and percentages have been prepared. The results revealed that there are m...