Distribution channels and positioning strategies in a company in the restaurant sector - Perú, 2023

Mendoza-Castañeda J.M.; Ocón-Galán R. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.1511

Resumen

The purpose of this study is to analyze the connection between Distribution Channels and Positioning Strategies in a company in the restaurant sector in the year 2023; A basic research with a non-experimental, quantitative, cross-sectional and descriptive correlational approach was carried out. The initial population included 700 clients, although a convenience sample of 85 clients was chosen. The methodology used was the survey, applying a questionnaire as an instrument with a reliability, according to Cronbach's Alpha, of 0.942. In conclusion, a significant positive relationship was evidenced between Distribution Channels and Positioning Strategies in a restaurant company. These findings were supported by the Rho Spearman coefficient, obtaining a correlation of 0.634 for the distribution channels variable and a Spearman Rho coefficient of 0.680 for the positioning strategies variable. With a significance level of 0.000, less than 0.05, the relationship between the variables is confirmed, indicating that effective management of distribution channels leads to a more effective positioning strategy.

Instituciones: Universidad Privada del Norte