Estrategias de comunicación de marketing para influir en la conducta de compra de los consumidores de la Librería Guadalupe en el distrito de Guadalupe, Provincia de Pacasmayo.

• Autor: Guevara Padilla, Leyla Noemí
• Formato: tesis de grado
• Fecha de Publicación: 2012
• Institución: Universidad Nacional de Trujillo
• Repositorio: UNITRU-Tesis
• Lenguaje: español
• OAI Identifier: oai:dspace.unitru.edu.pe:20.500.14414/2756
• Enlace del recurso: https://hdl.handle.net/20.500.14414/2756
• Nivel de acceso: acceso abierto
• Materia: Conducta de los consumidores; Marketing; Publicidad; Estrategias de marketing

The present research work aims to present a strategic proposal for marketing communication to influence the purchasing behavior of consumers of the Guadalupe library in the District of Guadalupe, Pacasmayo province. The research problem is referred to the following question: marketing communication strategies will help influence the purchasing behavior of consumers the bookstore Guadalupe in Guadalupe, province of Pacasmayo?; which hypothesis is:A proper mixcommunication strategies of marketing that emphasizes advertising, promotion of sales, merchandising, public relations and direct marketing allow influence the purchasing behavior ofconsumers the bookstore Guadalupe in Guadalupe, province of Pacasmayo, districtas study variables: independent Variable: communication strategies of marketing; and, dependent Variable:Purchasing behavior. Descriptive design, as well as the following methods was used: deductive, synthetic, analytical and statistical. The study population was comprised 10,698 Guadalupe District parents with school-age children, taking as a reference the number of students from the District of Guadalupe, province of Pacasmayo, in initial, primary and secondary level, schools, national and private; from which established a representative sample of 377 people, divided into 3 strata initial level 34 people, primary level 171 people and secondary level 172 people. The survey was applied as a data collection technique. Through the results, you can see that the Guadalupe library has a perception or favourable recognition, however, the majority of respondents agree that not used as a tool to advertising. With this research report, I conclude by allowing the implementation of a proposed strategic of marketing communication, that the Guadalupe library able to overcome their weaknesses, generate competitive advantage to differentiate itself from its competitors and achieve placed in a waiting position among the companies in the commercial sector.