Analysis of Marketing Promotion and Positioning in a Distribution Company in Huancayo

Elías C.R.V.; Bachiller R.R.Z.; Flores-Dianderas K.R. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.320

Resumen

This study examines the relationship between marketing promotion and the positioning of a product distribution company in the Province of Huancayo, utilizing a non-experimental, cross-sectional, and correlational design. The research included a random sample of 183 customers selected from a population of 350, with inclusion criteria based on purchase frequency. Using expert-validated surveys and reliability determined by Cronbach's Alpha, data were collected and analyzed using SPSS V.27 and Excel 2021. The results reveal that marketing promotion explains 41% of the positioning (R2 = 0.410), with high statistical significance (p-value = 0.000). The obtained regression equation is Log Y = 9.333 + 0.534 X1, indicating a positive relationship between the variables. Additionally, a moderate positive correlation (Spearman's Rho = 0.681, p = 0.000) was found between marketing promotion and positioning. The dimensions of marketing promotion (advertising, sales promotion, personal selling, public relations, and direct marketing) also showed significant correlations with positioning. The findings highlight the importance of well-implemented marketing promotion strategies to improve the company's positioning. Comparisons with previous studies reveal variations in the correlation magnitude, emphasizing the relevance of context and methodology employed. The study's limitations included geographical distance and sample size, while strengths included high customer acceptance to participate in the survey. In conclusion, it is confirmed that greater marketing promotion leads to better company positioning, suggesting that companies should invest in effective promotion strategies to enhance their market competitiveness.

Instituciones: Universidad César Vallejo; Universidad Privada del Norte