The 5 A's of marketing: key strategies to understand consumer behavior
DOI:
https://doi.org/10.5281/zenodo.15035774Keywords:
marketing strategies, sustainable development, consumerAbstract
This research focused on analyzing the relationship between the 5 A's of marketing strategies and consumer behavior in a retail company in Chincha-Perú. The study was aligned with Sustainable Development Goals (SDGs) number 8 (Decent Work and Economic Growth), number 9 (Industry, Innovation, and Infrastructure), and number 12 (Responsible Consumption and Production). Using a non-experimental correlational design, a 30-item survey was administered to a sample of 482 customers. The results showed that 0.4% of respondents perceived low implementation of the strategies, possibly due to a lack of staff knowledge and up-to-date information. A further 52.9% rated them as average, highlighting barriers such as technological, financial, and human limitations, while 46.7% rated their implementation as high. Regarding consumer behavior, 56.2% perceived it as intermediate, and 43.8% as high. Statistical analysis revealed a very low association between the variables, with a correlation coefficient of r = 0.066 and a two-tailed significance level of p = 0.146.
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