Influencia del marketing mix en el posicionamiento de marca de una empresa comercial de Lima Metropolitana

Influence of the Marketing Mix on Brand Positioning in a Commercial Company in Metropolitan Lima

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Contexto: El comercio mayorista y minorista en el Perú enfrenta un escenario de alta competencia, donde el posicionamiento de marca se convierte en un factor estratégico para la diferenciación empresarial y la consolidación de la preferencia del consumidor. En este contexto, el marketing mix representa una herramienta fundamental para gestionar las variables que influyen en la percepción del mercado. Objetivo: Analizar la influencia de las dimensiones del marketing mix en el posicionamiento de marca de una empresa comercial ubicada en Lima Metropolitana. Metodología: Se desarrolló una investigación con enfoque cuantitativo, alcance explicativo causal, diseño no experimental y corte transversal. La muestra estuvo conformada por 333 clientes seleccionados mediante muestreo no probabilístico por conveniencia. La información fue recolectada mediante un instrumento estructurado y analizada mediante técnicas estadísticas orientadas a determinar la relación e influencia entre las variables de estudio. Resultados: Los resultados evidenciaron que las dimensiones del marketing mix explicaron el 88,1 % de la variabilidad del posicionamiento de marca, con una correlación de 0,938 entre ambas variables. Entre las dimensiones analizadas, el precio presentó el mayor peso explicativo, seguido por plaza, promoción y producto. Estos hallazgos muestran que la gestión articulada de las variables comerciales influye significativamente en la construcción de una posición competitiva en el mercado. Conclusiones: El marketing mix presenta una influencia positiva y significativa sobre el posicionamiento de marca de la empresa analizada. La gestión estratégica del precio, la distribución, la promoción y las características del producto constituye un elemento clave para fortalecer la presencia empresarial en mercados altamente competitivos.
Background: The wholesale and retail trade sector in Peru faces a highly competitive environment in which brand positioning has become a strategic factor for business differentiation and the consolidation of consumer preference. In this context, the marketing mix represents a fundamental tool for managing the variables that influence market perceptions. Objective: To analyze the influence of the dimensions of the marketing mix on the brand positioning of a commercial company located in Metropolitan Lima. Methodology: A quantitative study was conducted using a causal-explanatory scope, non-experimental design, and cross-sectional approach. The sample consisted of 333 customers selected through non-probability convenience sampling. Data were collected using a structured instrument and analyzed through statistical techniques aimed at determining the relationship and influence between the study variables. Results: The findings showed that the dimensions of the marketing mix explained 88.1% of the variance in brand positioning, with a correlation of 0.938 between the two variables. Among the dimensions analyzed, price had the greatest explanatory weight, followed by place, promotion, and product. These findings indicate that the integrated management of marketing variables significantly influences the development of a competitive market position. Conclusions: The marketing mix has a positive and significant influence on the brand positioning of the company analyzed. The strategic management of price, distribution, promotion, and product characteristics constitutes a key factor in strengthening the company's market presence in highly competitive environments.

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Cómo citar
Moreno Gómez, L. C., Olivares Taipe, P. C., Huamán Oriundo, C., & Rivera Muñoz, J. L. (2026). Influencia del marketing mix en el posicionamiento de marca de una empresa comercial de Lima Metropolitana. Impulso, Revista De Administración, 6(16), 1-15. https://doi.org/10.59659/impulso.v.6i16.377
Número
Vol. 6 Núm. 16 (2026): Volumen 6 | Número 16 | Octubre – Diciembre - 2026
Sección
Artículos de Investigación
Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.

Cómo citar

Moreno Gómez, L. C., Olivares Taipe, P. C., Huamán Oriundo, C., & Rivera Muñoz, J. L. (2026). Influencia del marketing mix en el posicionamiento de marca de una empresa comercial de Lima Metropolitana. Impulso, Revista De Administración, 6(16), 1-15. https://doi.org/10.59659/impulso.v.6i16.377

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