Digital marketing strategies and positioning in SMEs marketing children's clothing

André Castro-Gutiérrez W.; Antonio Lucio-Venegas M.; Larry Luis Felipe Mendoza-Castillo Á.; Elder Ventura-Aguilar H.; Walter Valderrama-Puscan M. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.609

Resumen

The study for this article was conducted in a small company dedicated to the marketing of children's clothing with the objective of determining the level of relationship between the digital marketing strategy and positioning in the customers of textile products of the company Chikitines SAC. To find this relationship, a 35-item questionnaire about digital marketing and positioning was developed, and a population of 450 customers was identified, of which 208 individuals were surveyed virtually and in person as a sample. With this it was determined that the relationship between both variables is very high positive with a Spearman's Rho equal to 0.901 and a significance <0.01, which shows that digital marketing strategies have a direct and significant impact on the positioning of the company in the minds of its customers.

Instituciones: Universidad César Vallejo