Influencia de la mercadotecnia digital en la decisión de compra del consumidor. Estudio de caso: Xicali-Cocina de humo
DOI:
https://doi.org/10.29105/vtga6.1-572Keywords:
mercadotecnia digital, decisión de compra, plan de marketing digitalAbstract
This research describes the analysis of the influence of
digital marketing on the consumer purchase decision of a
restaurant organization called Xicali-Smoke Cooking. The
research was descriptive and qualitative and quantitative.
An interview was conducted at the owner to learn about the
use of digital marketing, a comparative study of search
engine results was conducted to understand the company's
positioning, and a pilot was applied to customers for the
purpose of appreciate consumer habits, use of social
networks on digital platforms and identify purchasing
preferences. As a result it was obtained that the owner
lacks the knowledge to boost their brand through digital
marketing, so too, the purchasing decision of its consumers
is mainly based on word-of-mouth recommendations but
they use Facebook as a source auxiliary information.
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