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

Abstract

The objectiveofthisresearchwastodemonstratetowhatextentmarketing4.0improvesthe positioning of the optical products of the private company Visión D'luxe, Trujillo, it wasapplied, pre-experimental design, quantitative approach, hypothetical-inductive method,the population consisted of 35 customers who met 10 loyalty requirements. The samplewas not required and sampling was notnecessary. The unitof analysis was a loyal customeroftheprivatecompanyVisiónD'luxe.Thesurveytechniquewasappliedandthequestionnaire was used as an instrument. The results show that marketing 4.0 improvedthepositioning ofthecompany'sopticalproducts.Inaddition,itwasfound thatmarketing4.0 significantly improved thepositioningin thedimensions: brand,quality,price andofferof the company Visión D'luxe. It was concluded that the application of marketing 4.0 tacticsimprovedthepositioningofthecompany'sopticalproducts,theappliedstatisticalevidence Student'st(SPSS V.26Software), resulted in all casesthatthe p-value wasbelowthesignificancelevel(0.000<0.05),havingobtainedanexcellentreliabilityof0.771158intheapplicationofCronbach'sAlpha.