Estrategia de marketing para mejorar comportamiento de compra de los clientes de Pizzería El Campanario, Huamachuco - provincia Sánchez Carrión, 2019

• Autor: Valencia Benites, Katia Vanessa
• Formato: tesis de grado
• Fecha de Publicación: 2020
• Institución: Universidad Nacional de Trujillo
• Repositorio: UNITRU-Tesis
• Lenguaje: español
• OAI Identifier: oai:dspace.unitru.edu.pe:20.500.14414/17308
• Enlace del recurso: https://hdl.handle.net/20.500.14414/17308
• Nivel de acceso: acceso abierto
• Materia: Estrategias de marketing; Comportamiento de compra; Ventaja competitiva; Fidelización; Satisfacción

The purpose of this research is to determine how the marketing strategy improves the purchasing behavior of the pizzeria customers of El Campanario, Huamachuco -Province of Sánchez Carrión, 2019. The research problem was How did the proposal Marketing strategy improves the buying behavior of the pizzeria customers El Campanario, Huamachuco - Province of Sánchez Carrión, 2019? being the hypothesis the marketing strategy significantly improves the purchasing behavior of the customers of pizzeria El Campanario, Huamachuco-Province of Sánchez Carrión, 2019. The study population was made up of approximately 1344 customers served during a month, whose sample was 90 customers of the pizzeria El Campanario. The research design was descriptive and correlational; the methods used are deductive, inductive, analytical, and synthetic. The data collection techniques used were the survey, interview and direct observation; being the respective instruments: the questionnaire, observation guide, and observation guide. Among the m ain results is that the current marketing strategy of the pizzeria El Campanario, has some weaknesses; However, despite this, the buying behavior of customers is directed to the pizzeria, due to its strengths. Concluding that the pizzeria El Campanario pre sent strengths in its marketing strategy such as: its competitive advantages; and offer good products, good distribution, and good price; however, it does little publicity, and does not make many promotions; and also, does not have a well-established target market. And the relevant factors that influence the buying behavior of its customers are the variety of pizzas it offers, the price, the taste, and the attention.