Valor percibido y lealtad del consumidor de productos saludables en el mercado peruano, Lima 2021
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Date
2021-09-14
Authors
Cisneros Sandoval, Wendy Elizabeth
Sandoval Castro, Jocabed
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Peruana UniĆ³n
Abstract
The study aims to know the relationship between perceived value and consumer loyalty to healthy products. A cross-sectional correlational study was carried out through the questionnaire applied to 417 consumers, the results show that there is a significant relationship between the study variables; Likewise, it was identified that the consumers of the company under study present the highest percentage of perceived value at a medium level, followed by the low level and finally the lowest percentage shows a high level of perceived value; Likewise, according to the type of customers, the highest percentage are promoters and the lowest corresponds to detractor consumers. In this sense, it is recommended to strengthen the functions of marketing.
Description
Keywords
Perceived value, Loyalty, Healthy products, Net Promoter Score