Marketing 4.0 to Improve the Positioning of the Optical Products of a Private Company, Trujillo, Peru

Abstract

The objective of this research was to demonstrate to what extent marketing 4.0 improves the positioning of the optical products of the private company Visión D'luxe, Trujillo, it was applied, pre-experimental design, quantitative approach, hypothetical-inductive method, the population consisted of 35 customers who met 10 loyalty requirements. The sample was not required and sampling was not necessary. The unit of analysis was a loyal customer of the private company Visión D'luxe. The survey technique was applied and the questionnaire was used as an instrument. The results show that marketing 4.0 improved the positioning of the company's optical products. In addition, it was found that marketing 4.0 significantly improved the positioning in the dimensions: brand, quality, price and offer of the company Visión D'luxe. It was concluded that the application of marketing 4.0 tactics improved the positioning of the company's optical products, the applied statistical evidence Student's t (SPSS V.26 Software), resulted in all cases that the p-value was below the significance level (0.000 < 0.05), having obtained an excellent reliability of 0.771158 in the application of Cronbach's Alpha.