圣胡安德尔奥罗省查洛胡马农工企业家协会咖啡奶油酒的社会营销

Yudy Huacani Sucasaca, Gina Iris Halanoca Tipula
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引用次数: 0

摘要

本研究旨在解释决定普诺省圣胡安德尔奥罗区(秘鲁南部)查洛胡马农工企业家协会咖啡奶油酒社会营销的因素。方法设计采用了一种非实验性、横断面设计的定量方法,对该协会的 41 名成员进行了调查。结果表明,对咖啡奶油利口酒的社会营销起重要决定作用的因素包括对消费者个人(产品属性、品牌分配、包装、标签和产品支持服务)、社会(对健康、环境和合作者的承诺)以及公司(内部服务质量、满意且高效的服务员工、更高的服务价值、满意且忠诚的客户以及健康的利润和增长)的营销因素。皮尔逊系数 r = 0.746 在 α = 0.01 的显著性水平上说明,圣胡安德尔奥罗省查洛胡马农工企业家协会的咖啡奶油酒的社会营销因素与个人、社会和企业消费者因素呈显著正相关,支持了替代假设。结论是必须实施社会营销计划,以促进公司的发展。
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Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro
The purpose of the study is to explain the factors that determine social marketing of coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma in San Juan del Oro District, Department of Puno (Southern Peru). The methodological design specifies a type of quantitative approach, with a non-experimental, cross-sectional design, through surveys in a total of 41 members of the association. Results demonstrated that the factors that significantly determine social marketing of coffee cream liqueur are marketing factors on individual consumers (product attributes, brand assignment, packaging, labeling and product support services), society (commitment to health, environment and collaborators), and about the company (internal quality of service, satisfied and productive service employees, greater service value, satisfied and loyal customers and healthy profits and growth). The Pearson coefficient r = 0.746 explains at the significance level of α = 0.01 that social marketing factors of coffee cream liquor of the Association of Agroindustrial Entrepreneurs of Challohuma in San Juan del Oro, are positively and considerably correlated with the factor of individual, social and business consumer, supporting the alternative hypothesis. It is concluded that social marketing plans must be implemented to boost the growth of the company.
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审稿时长
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