Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro
The purpose of the study is to explain the factors that determine social marketing of coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma in San Juan del Oro District, Department of Puno (Southern Peru). The methodological design specifies a type of quantitative appr...
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| Формат: | article |
| Язык: | eng spa |
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2024
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| Online-ссылка: | https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246 |
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| author | Huacani Sucasaca, Yudy |
| author2 | Halanoca Tipula, Gina Iris |
| author2_role | author |
| author_facet | Huacani Sucasaca, Yudy Halanoca Tipula, Gina Iris |
| author_role | author |
| collection | Revista Siembra |
| dc.creator.none.fl_str_mv | Huacani Sucasaca, Yudy Halanoca Tipula, Gina Iris |
| dc.date.none.fl_str_mv | 2024-05-15 |
| dc.format.none.fl_str_mv | application/pdf application/pdf text/html application/zip text/xml |
| dc.identifier.none.fl_str_mv | https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246 10.29166/siembra.v11i1.6246 |
| dc.language.none.fl_str_mv | eng spa |
| dc.publisher.none.fl_str_mv | Universidad Central del Ecuador |
| dc.relation.none.fl_str_mv | https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8314 https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/9455 https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8357 https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8358 https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8359 |
| dc.rights.none.fl_str_mv | Derechos de autor 2024 Yudy Huacani Sucasaca, Gina Iris Halanoca Tipula https://creativecommons.org/licenses/by-nc/4.0/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | Siembra; Vol. 11 No. 1 (2024); e6246 Siembra; Vol. 11 Núm. 1 (2024); e6246 2477-8850 1390-8928 10.29166/siembra.v11i1 reponame:Revista Siembra instname:Universidad Central del Ecuador instacron:UCE |
| dc.subject.none.fl_str_mv | Social marketing agro-industrial entrepreneurs consumers liquor coffee cream Marketing social emprendedores agroindustriales consumidores licor crema de café |
| dc.title.none.fl_str_mv | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro Marketing social del licor crema de café en la Asociación de Emprendedores Agroindustriales de Challohuma de San Juan del Oro |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| description | The purpose of the study is to explain the factors that determine social marketing of coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma in San Juan del Oro District, Department of Puno (Southern Peru). The methodological design specifies a type of quantitative approach, with a non-experimental, cross-sectional design, through surveys in a total of 41 members of the association. Results demonstrated that the factors that significantly determine social marketing of coffee cream liqueur are marketing factors on individual consumers (product attributes, brand assignment, packaging, labeling and product support services), society (commitment to health, environment and collaborators), and about the company (internal quality of service, satisfied and productive service employees, greater service value, satisfied and loyal customers and healthy profits and growth). The Pearson coefficient r = 0.746 explains at the significance level of α = 0.01 that social marketing factors of coffee cream liquor of the Association of Agroindustrial Entrepreneurs of Challohuma in San Juan del Oro, are positively and considerably correlated with the factor of individual, social and business consumer, supporting the alternative hypothesis. It is concluded that social marketing plans must be implemented to boost the growth of the company. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | REVSIEMBRA_58f664e6a6e430afb2cef4e2fc6ded6d |
| identifier_str_mv | 10.29166/siembra.v11i1.6246 |
| instacron_str | UCE |
| institution | UCE |
| instname_str | Universidad Central del Ecuador |
| language | eng spa |
| network_acronym_str | REVSIEMBRA |
| network_name_str | Revista Siembra |
| oai_identifier_str | oai:revistadigital.uce.edu.ec:article/6246 |
| publishDate | 2024 |
| publisher.none.fl_str_mv | Universidad Central del Ecuador |
| reponame_str | Revista Siembra |
| repository.mail.fl_str_mv | * |
| repository.name.fl_str_mv | Revista Siembra - Universidad Central del Ecuador |
| repository_id_str | * |
| rights_invalid_str_mv | Derechos de autor 2024 Yudy Huacani Sucasaca, Gina Iris Halanoca Tipula https://creativecommons.org/licenses/by-nc/4.0/ |
| spelling | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del OroMarketing social del licor crema de café en la Asociación de Emprendedores Agroindustriales de Challohuma de San Juan del OroHuacani Sucasaca, YudyHalanoca Tipula, Gina IrisSocial marketingagro-industrial entrepreneursconsumersliquorcoffee creamMarketing socialemprendedores agroindustrialesconsumidoreslicorcrema de caféThe purpose of the study is to explain the factors that determine social marketing of coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma in San Juan del Oro District, Department of Puno (Southern Peru). The methodological design specifies a type of quantitative approach, with a non-experimental, cross-sectional design, through surveys in a total of 41 members of the association. Results demonstrated that the factors that significantly determine social marketing of coffee cream liqueur are marketing factors on individual consumers (product attributes, brand assignment, packaging, labeling and product support services), society (commitment to health, environment and collaborators), and about the company (internal quality of service, satisfied and productive service employees, greater service value, satisfied and loyal customers and healthy profits and growth). The Pearson coefficient r = 0.746 explains at the significance level of α = 0.01 that social marketing factors of coffee cream liquor of the Association of Agroindustrial Entrepreneurs of Challohuma in San Juan del Oro, are positively and considerably correlated with the factor of individual, social and business consumer, supporting the alternative hypothesis. It is concluded that social marketing plans must be implemented to boost the growth of the company.El estudio tiene por finalidad explicar los factores que determinan el marketing social de licor de crema de café en la Asociación de Emprendedores Agroindustriales de Challohuma, en el Distrito de San Juan del Oro, Departamento de Puno (sur de Perú). El diseño metodológico especifica un tipo de enfoque cuantitativo, con diseño no experimental, de corte transversal, por encuestas en un total de 41 socios de la asociación. Los resultados demostraron que los factores que determinan significativamente el marketing social del licor crema de café son factores de marketing en los consumidores individuales (atributos del producto, asignación de marca, empaque, etiquetado y servicios de apoyo al producto), sobre la sociedad (compromiso con la salud, con el medio ambiente y con los colaboradores), y sobre la empresa (calidad interna del servicio, empleados de servicio satisfechos y productivos, mayor valor del servicio, clientes satisfechos y leales, y utilidades y crecimiento saludables). El coeficiente de Pearson r = 0.746 explica a un nivel de significancia de que los factores del marketing social del licor crema de café de la Asociación de Emprendedores Agroindustriales de Challohuma en San Juan del Oro, están correlacionadas positiva y considerablemente con el factor consumidor individual, social y de empresa, soportándose la hipótesis alterna. Se concluye que, se deben implementar planes de marketing social para impulsar el crecimiento de la empresa.Universidad Central del Ecuador2024-05-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdftext/htmlapplication/ziptext/xmlhttps://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/624610.29166/siembra.v11i1.6246Siembra; Vol. 11 No. 1 (2024); e6246Siembra; Vol. 11 Núm. 1 (2024); e62462477-88501390-892810.29166/siembra.v11i1reponame:Revista Siembrainstname:Universidad Central del Ecuadorinstacron:UCEengspahttps://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8314https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/9455https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8357https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8358https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246/8359Derechos de autor 2024 Yudy Huacani Sucasaca, Gina Iris Halanoca Tipulahttps://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccess2025-02-04T19:17:57Zoai:revistadigital.uce.edu.ec:article/6246Portal de revistashttps://revistadigital.uce.edu.ec/Universidad públicahttps://uce.edu.ec/**Ecuador*2477-88501390-8928opendoar:*2025-02-04T19:17:57Revista Siembra - Universidad Central del Ecuadorfalse |
| spellingShingle | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro Huacani Sucasaca, Yudy Social marketing agro-industrial entrepreneurs consumers liquor coffee cream Marketing social emprendedores agroindustriales consumidores licor crema de café |
| status_str | publishedVersion |
| title | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro |
| title_full | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro |
| title_fullStr | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro |
| title_full_unstemmed | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro |
| title_short | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro |
| title_sort | Social marketing of the coffee cream liquor in the Association of Agroindustrial Entrepreneurs of Challohuma of San Juan del Oro |
| topic | Social marketing agro-industrial entrepreneurs consumers liquor coffee cream Marketing social emprendedores agroindustriales consumidores licor crema de café |
| url | https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/6246 |