Distribution channels and positioning strategies in a company in the restaurant sector, Perú – 2023. (#1511)
Read ArticleDate of Conference
July 17-19, 2024
Published In
"Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0."
Location of Conference
Costa Rica
Authors
MENDOZA CASTAÑEDA, JHAQUELIN MARELI
Ocón Galán, Rocío
Abstract
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.