Percepción del marketing mix en las ferreterías tradicionales de Lima Metropolitana

Abstract

The objective of this paper is to know the perception of customers regarding the marketing mix in the traditional hardware industry in Metropolitan Lima. The marketing mix is a business strategy that has recently undergone a relevant development that has an impact on major challenges in the economy. In this context, the marketing mix is defined in four dimensions: Product, Price, Place and Promotion. The study is of descriptive design, under this methodology was included a survey to collect information from a representative sample of 385 customers of traditional hardware stores. A 15-item Likert scale survey, validated by experts and with high reliability, was used. The results showed that customers consider basic aspects such as product quality and variety, price of hardware stores in the capital is better, distribution channels, logistics and advertising have an important scope and manage to attract customers. Perception levels were between low and fair in most dimensions of the marketing mix. It was shown that there are significant differences in the average perception of the marketing mix dimensions in at least two age groups and in the customers' area of residence. In conclusion, customers have a positive perception of marketing mix strategies and their impact on business results, which is reflected in better sales and therefore higher revenues.