Marketing 4.0 to Improve the Positioning of the Optical Products of a Private Company, Trujillo, Peru

• Autores: Sandoval Reyes, Carlos José, Morales Salazar, Pedro Otoniel, Cruz Salinas, Luis Edgardo
• Formato: artículo
• Fecha de Publicación: 2023
• Institución: Universidad Cesar Vallejo
• Repositorio: UCV-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorio.ucv.edu.pe:20.500.12692/137485
• Enlace del recurso: https://cosmosscholars.com/phms/index.php/ijmst/article/view/3427/2279; https://hdl.handle.net/20.500.12692/137485; https://doi.org/10.15379/ijmst.v10i3.3427
• Nivel de acceso: acceso abierto
• Materia: Marketing digital; Posicionamiento; Productos; Marca; https://purl.org/pe-repo/ocde/ford#5.00.00

The objectiveofthisresearchwastodemonstratetowhatextentmarketing4.0improvesthe positioning of the optical products of the private company Visión D'luxe, Trujillo, it wasapplied, pre-experimental design, quantitative approach, hypothetical-inductive method,the population consisted of 35 customers who met 10 loyalty requirements. The samplewas not required and sampling was notnecessary. The unitof analysis was a loyal customeroftheprivatecompanyVisiónD'luxe.Thesurveytechniquewasappliedandthequestionnaire was used as an instrument. The results show that marketing 4.0 improvedthepositioning ofthecompany'sopticalproducts.Inaddition,itwasfound thatmarketing4.0 significantly improved thepositioningin thedimensions: brand,quality,price andofferof the company Visión D'luxe. It was concluded that the application of marketing 4.0 tacticsimprovedthepositioningofthecompany'sopticalproducts,theappliedstatisticalevidence Student'st(SPSS V.26Software), resulted in all casesthatthe p-value wasbelowthesignificancelevel(0.000<0.05),havingobtainedanexcellentreliabilityof0.771158intheapplicationofCronbach'sAlpha.