Influence of the Marketing Mix on Sales Dynamics: The Case of La Casa del Furgón in Jaén

Quichca-Vilchez M.D.R.; Mendez-Gutierrez L.L.; Jimenez-Viler J.V.; Gonzales M.J.P.B. · 2025 IEEE International Conference on Technology Management, Operations and Decisions, ICTMOD 2025 (2025) · DOI: 10.1109/ictmod66732.2025.11371779

Resumen

This study employed a methodological design oriented toward achieving a clear understanding of the variables that condition the influence of the Marketing Mix on sales performance at La Casa del Furgón, a commercial enterprise based in Jaén. The research was conducted under a non-experimental scheme, in which participants were examined within their natural context, avoiding deliberate intervention in the process. A cross-sectional and correlational approach was adopted, which enabled the analysis of data at a specific moment while identifying the degree of association between the variables under study. The population consisted of 110 customers, selected through a random sampling technique, who provided relevant information via structured surveys and questionnaires. The results revealed a significant and positive correlation between the dimensions of the Marketing Mix and sales levels, validated by the corresponding statistical coefficients. Likewise, linear regression facilitated the development of a predictive model that explained the relationship between the variables, confirming the direct effect of decisions associated with each component of the Marketing Mix on sales performance. These findings are consistent with previous research that emphasizes the importance of continuously improving marketing strategies to strengthen competitiveness and stimulate sales growth. In this context, it is advisable that La Casa del Furgón periodically evaluate the traditional 4Ps (product, price, place, and promotion) and complement them with the 4Es (experience, exchange, evangelism, and everywhere) as an alternative perspective to respond effectively to the evolving demands of consumers. The study provides a robust empirical basis for strategic decision-making in the field of marketing management. The evidence obtained contributes practical insights that may support both the consolidation of business success and the pursuit of sustainable growth within increasingly dynamic and competitive markets.

Instituciones: Universidad César Vallejo; Universidad Privada del Norte