Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)


Perceived value and consumer loyalty of healthy products in the Peruvian market, Lima 2021

Author(s): Cisneros-Sandoval, W. E., Sandoval-Castro, J., García-Salirrosas, E. E., Flores-González, M. E., & Millones-Liza, D. Y.

The study aims to know the relationship between perceived value and consumer loyalty to healthy products. A cross-sectional correlational study was carried out through the questionnaire applied to 417 consumers, the results show that there is a significant relationship between the study variables; Likewise, it was identified that the consumers of the company under study present the highest percentage of perceived value at a medium level, followed by the low level and finally the lowest percentage shows a high level of perceived value; Likewise, according to the type of customers, the highest percentage are promoters and the lowest corresponds to detractor consumers. In this sense, it is recommended to strengthen the functions of marketing.

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