El comportamiento del consumidor en el área de ventas de una empresa comercializadora de calzado en Lima, periodo 2019
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Date
2024-02-29
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Universidad Nacional de Educación Enrique Guzmán y Valle
Abstract
El objetivo del presente trabajo de investigación fue describir las características del comportamiento del consumidor en los locales de la empresa Industrias Windsor S.A.C. conocidas comercialmente como Calimod Store, cuya misión es la venta de calzado de cuero y accesorios para damas, caballeros y niños, ubicada en Lima. Se presentan los elementos de la variable; estrategia de marketing, personalidad del consumidor y percepción del consumidor en el periodo comprendido por el año calendario 2019. Para tal efecto se tomaron como referencias las investigaciones efectuadas –entre las más destacadas- por Gaby Toribio de la Universidad de Huánuco, Sandy Guillen de la Universidad Nacional José María Arguedas y Dayana Sánchez de la Universidad Autónoma de Madrid. La metodología aplicada al trabajo efectuado, responde a un diseño descriptivo transversal. La muestra seleccionada para efectos de recabar la información relevante para el trabajo estuvo conformada por 31 trabajadores de la sección de atención al cliente de las diversas tiendas en la ciudad de Lima. La información recibida en el desarrollo de la encuesta se procesó mediante el uso de software de cálculo estadístico presentado en el capítulo correspondiente. Los resultados del trabajo realizado, consideraron la necesidad de implementar una eficiente política de fidelización dirigida a sus clientes, tomando como eje central la individualización de las preferencias de los clientes ofreciendo descuentos personalizados y ampliando la línea de accesorios, especialmente para damas y caballeros.
The objective of this research work was to describe the characteristics of consumer behavior in the premises of the company Industrias Windsor S.A.C. known commercially as Calimod Store, whose mission is the sale of leather footwear and accessories for women, men and children, located in Lima. The elements of the variable are presented; marketing strategy, consumer personality and consumer perception in the period included in the calendar year 2019. For this purpose, the research carried out -among the most notable- by Gaby Toribio from the University of Huánuco, Sandy Guillen from the José María Arguedas National University and Dayana Sánchez of the Autonomous University of Madrid. The methodology applied to the work carried out responds to a transversal descriptive design. The sample selected for the purposes of collecting relevant information for the work was made up of 31 workers from the customer service section of the various stores in the city of Lima. The information received in the development of the survey was processed through the use of statistical calculation software presented in the corresponding chapter. The results of the work carried out considered the need to implement an efficient loyalty policy aimed at its customers, taking as its central axis the individualization of customer preferences, offering personalized discounts and expanding the line of accessories, especially for women and men.
The objective of this research work was to describe the characteristics of consumer behavior in the premises of the company Industrias Windsor S.A.C. known commercially as Calimod Store, whose mission is the sale of leather footwear and accessories for women, men and children, located in Lima. The elements of the variable are presented; marketing strategy, consumer personality and consumer perception in the period included in the calendar year 2019. For this purpose, the research carried out -among the most notable- by Gaby Toribio from the University of Huánuco, Sandy Guillen from the José María Arguedas National University and Dayana Sánchez of the Autonomous University of Madrid. The methodology applied to the work carried out responds to a transversal descriptive design. The sample selected for the purposes of collecting relevant information for the work was made up of 31 workers from the customer service section of the various stores in the city of Lima. The information received in the development of the survey was processed through the use of statistical calculation software presented in the corresponding chapter. The results of the work carried out considered the need to implement an efficient loyalty policy aimed at its customers, taking as its central axis the individualization of customer preferences, offering personalized discounts and expanding the line of accessories, especially for women and men.
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Citation
Bautista Perez, T. K. y Baquiriso Carranza, P. y Castro Cardenas, M. (2024). El comportamiento del consumidor en el área de ventas de una empresa comercializadora de calzado en Lima, periodo 2019. (Tesis de pregrado) Universidad Nacional de Educación Enrique Guzmán y Valle, Lima, Perú.