Digital marketing strategies and positioning in SMEs marketing children's clothing. (#609)
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
Castro Gutierrez, William Andre
Lucio Venegas, Marco Antonio
Mendoza Castillo, Alvaro Larry Luis Felipe
Ventura Aguilar, Henry Elder
Valderrama Puscan, Marlon Walter
Abstract
The study for this article was conducted in a small company dedicated to the marketing of children's clothing in order to determine 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.