Posicionamiento de marca y la gestión comercial en la empresa de calzado Josué Valverde E. I. R. L. Trujillo-Perú 2023

• Autores: Rojas Siccha, Deivi, Vasquez Valverde, Pierina Alexandra
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad Privada del Norte
• Repositorio: UPN-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.upn.edu.pe:11537/35786
• Enlace del recurso: https://hdl.handle.net/11537/35786
• Nivel de acceso: acceso restringido
• Materia: Posicionamiento de la marca; Administración; Industria del calzado; Gestión comercial; Brand positioning; Commercial management; Customer satisfaction; Commercial strategy; Differentiation; https://purl.org/pe-repo/ocde/ford#5.02.01

This study aims to determine the relationship between brand positioning and commercial management in the footwear company Josué Valverde E. I. R.L Trujillo - Peru 2023, the variables were worked with the dimensions: differentiation, customer satisfaction and level of recommendation intention, for commercial management, sales, commercial strategy and aftersales service were chosen. On the other hand, the research methodology is descriptive with a nonexperimental design, it also presents a correlational scope and a quantitative approach. Due to its nature, it is applied research with a cross-sectional scope. The population of the study is constituted by the clients of the company Josué Valverde E.I.R.L. of which a finite sample of 158 clients has been considered. For data collection technique was used as a survey and as an instrument the structured questionnaire of 18 questions using the Likert scale in the sequence of 1 to 5. Finally, the results indicate that there is a direct correlation between the variables of study, with a Rho value = 0.792, then we can affirm the relationship between brand positioning and business management.