Marketing estratégico y su incidencia en ventas de platos típicos en la cuidad de Jipijapa.

Abstract

In this research, quantitative methodology was used to correlate the strategic marketing variable and its impact on the sales of typical dishes in the city of Jipijapa. An observation, exploratory, descriptive, field and bibliographic research design was applied, which contributed to the search for information on the variables investigated, with a longitudinal approach that provided a reliability of 0.941 (highly positive), in accordance with the program. SPSS. A questionnaire was also designed with a bank of 24 items for a target audience of 384 people to be surveyed. In addition, the correlation between the variables was determined using Spearman's Rho coefficient, obtaining a result of 0.891. This result significantly demonstrates that strategic marketing positively affects the sales of typical dishes, indicating its relevance to improve commercial strategies in the city, optimizing its economic and commercial impact on the local market.