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Research Article

JCR. 2020; 7(5): 2568-2572


INFLUENCE OF CO-BRANDING ON THE PURCHASE DECISION OF CUSTOMERS OF COMPANIES IN THE SHOE STORE -TRUJILLO-PERU

Ambrocio Teodoro Esteves Pairazaman, Cerna Muñoz Carlos Alfredo, Chacaltana Buenafuente Carlos Jesús, Cedrón Medina Carlos Alberto, Ramirez García Jaime Roberto.

Abstract
The objective of the research that was developed was; to determine the influence of co-branding on the purchase decision
of the clients of the companies in the Zapatero, Trujillo-Peru category. On the other hand, the methodology used was; the
type of investigation; applied, the explanatory level, the non-experimental cross-sectional design. Through the survey
technique, an instrument called a questionnaire was applied. The study sample was of 180 clients to be able to determine
the purchase decision for the companies of the shoe category. In the analysis of results, it was determined that cobranding significantly influences the purchase decision for shoe store companies. To test the hypothesis, the Chi-square
statistical test was used to test the hypothesis.

Key words: Co-branding, purchase decision, consumer and product acquisition



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