期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2013
卷号：3
期号：07
页码：58-70
出版社：Society for Business Research Promotion
摘要：The customer loyalty is a key tool for the success of the brand, especially in retail, where you need to get a competitive edge over competitors. Therefore this article aims to analyze which are the most relevant variables in consumer loyalty in retail in the region of Araras, with the aim of studying the positioning X brand identity process. Was held with the manager and the consumer questionnaires related to each other, based on the 4P's of marketing: price, place, product and promotion. The quantitative data were analyzed with SPSS software, through the reliability analysis, factor, correlation and regression with the variables studied. Based on these results, one can perform a comparative analysis between X identity positioning noting that factors product, price and promotion are the variables that most involve the loyalty factor. Full Text
