Resumo

TASAYCO-JALA, Abel Alejandro; PACHAS BARRIENTOS, Luz Milagros; MAGALLANES YATACO, Elisban Martín  e  TASAYCO-JALA, Luz del Rocío. The 5 A's of marketing: key strategies to understand consumer behavior. Revista InveCom [online]. 2025, vol.5, n.4, e504104.  Epub 12-Jun-2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.15035774.

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.

Palavras-chave : marketing strategies; sustainable development; consumer..

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