<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2739-0063</journal-id>
<journal-title><![CDATA[Revista InveCom]]></journal-title>
<abbrev-journal-title><![CDATA[Revista InveCom]]></abbrev-journal-title>
<issn>2739-0063</issn>
<publisher>
<publisher-name><![CDATA[Asociación Investigadores Venezolanos de la Comunicación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2739-00632025000402104</article-id>
<article-id pub-id-type="doi">10.5281/zenodo.15035774</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Las 5 A's del marketing: estrategias clave para entender el comportamiento del consumidor]]></article-title>
<article-title xml:lang="en"><![CDATA[The 5 A's of marketing: key strategies to understand consumer behavior]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tasayco-Jala]]></surname>
<given-names><![CDATA[Abel Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pachas Barrientos]]></surname>
<given-names><![CDATA[Luz Milagros]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Magallanes Yataco]]></surname>
<given-names><![CDATA[Elisban Martín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tasayco-Jala]]></surname>
<given-names><![CDATA[Luz del Rocío]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de Cañete  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Perú</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Privada San Juan Bautista  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional de Cañete  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Perú</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Autónoma de Ica  ]]></institution>
<addr-line><![CDATA[Ica ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>5</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2739-00632025000402104&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2739-00632025000402104&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2739-00632025000402104&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La presente investigación se centró en analizar la relación entre las estrategias de las 5 A&#8217;s del marketing y el comportamiento del consumidor en un retail de Chincha-Perú. El estudio se alineó con los Objetivos de Desarrollo Sostenible (ODS) número 8 (Trabajo decente y crecimiento económico), número 9 (Industria, innovación e infraestructura) y número 12 (Producción y consumo responsables). Utilizando un diseño no experimental correlacional, se aplicó una encuesta de 30 ítems a una muestra de 482 clientes. Los resultados mostraron que el 0.4% de los encuestados percibió una baja implementación de las estrategias, posiblemente debido a la falta de conocimiento y actualización del personal. Un 52.9% las calificó como regulares, destacando barreras como limitaciones tecnológicas, financieras y humanas, mientras que un 46.7% evaluó su aplicación como alta. En cuanto al comportamiento del consumidor, el 56.2% lo percibió en un nivel intermedio y el 43.8% como elevado. El análisis estadístico reveló una asociación muy baja entre las variables, con un coeficiente de correlación de r = 0.066 y un nivel de significancia bilateral de p = 0.146.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This research focused on analyzing the relationship between the 5 A's of marketing strategies and consumer behavior in a retail company in Chincha-Perú. The study was aligned with Sustainable Development Goals (SDGs) number 8 (Decent Work and Economic Growth), number 9 (Industry, Innovation, and Infrastructure), and number 12 (Responsible Consumption and Production). Using a non-experimental correlational design, a 30-item survey was administered to a sample of 482 customers. The results showed that 0.4% of respondents perceived low implementation of the strategies, possibly due to a lack of staff knowledge and up-to-date information. A further 52.9% rated them as average, highlighting barriers such as technological, financial, and human limitations, while 46.7% rated their implementation as high. Regarding consumer behavior, 56.2% perceived it as intermediate, and 43.8% as high. Statistical analysis revealed a very low association between the variables, with a correlation coefficient of r = 0.066 and a two-tailed significance level of p = 0.146.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[estrategias de marketing]]></kwd>
<kwd lng="es"><![CDATA[desarrollo sostenible]]></kwd>
<kwd lng="es"><![CDATA[consumidor]]></kwd>
<kwd lng="en"><![CDATA[marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[sustainable development]]></kwd>
<kwd lng="en"><![CDATA[consumer.]]></kwd>
</kwd-group>
</article-meta>
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