The 4Cs of marketing and consumer preference in the clothing sector in Tarapoto
DOI:
https://doi.org/10.51252/race.v5i1.1459Keywords:
Commercial convenience, customer value, marketing strategies, customer retention, perceived cost, purchasing behaviorAbstract
The clothing sector in Tarapoto faces a decline in sales due to deficiencies in understanding customer needs and limitations in communication channels, which justified examining the link between consumer-centered marketing strategies and their purchasing preferences. The objective was to determine the relationship between the 4Cs of marketing and consumer preference in the clothing sector in Tarapoto in 2024. A quantitative methodology with a non-experimental correlational design was employed, applying structured questionnaires to a non-probabilistic purposive sample of 243 consumers. Statistical analysis was performed using Spearman's Rho correlation coefficient. The results showed that 64% of consumers perceive the 4Cs of marketing at a regular level and 63% express preferences at the same level; furthermore, significant positive correlations were confirmed between all dimensions (customer, cost, convenience, and communication) with consumer preference. It was concluded that there is a direct and significant relationship between the 4Cs of marketing and consumer preference (Rho=0.753, p<0.001), validating the importance of the model as an effective approach for generating sustainable preferences in the local market.
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