Christel Lucero Choque Yarasca, Nilda Rosa Barrutia Montoya, Rosa Elvira Villanueva Figueroa
DOI: 10.59427/rcli/2024/v24cs.919-926
E-commerce has become one of the most used tools by traditional companies because people are more connected through various electronic devices. Therefore, one of the new marketing strategies is inbound marketing. The objective of the research is to demonstrate how customers perceive the application of inbound marketing of a Peruvian company that sells household cleaning products. This research used a quantitative approach, quasi-experimental design, where we worked with a population and sample of 100 potential customers divided into two groups of 50 individuals each. The Mann-Whitney U test result was 268.000, Z= -6.776 < -1.96; p-value = 0.000 < 0.05, which allows us to conclude that customers perceive that the application of inbound marketing was significant in the Peruvian company that sells household cleaning products.
Pág 919-926, 04 Feb
