Digital strategies and their impact on consumer behavior in Tarapoto

Abstract

The study analyzed how digital marketing was related to the purchase decision process in customers of the company “Mi dulce Grazia” in Tarapoto in 2023. It was observed that, globally and nationally, companies faced challenges to position themselves, influence purchases and build customer loyalty, in a context where consumers had immediate access to information and product comparisons. The research reviewed theoretical background and evidence that highlighted the importance of effective communication, promotion, advertising and marketing in digital environments. In the case of “Mi dulce Grazia”, problems in dissemination, market segmentation and consideration of psychographic attributes were identified, which limited the impact of its digital strategies. Each phase of the purchase process was studied: identification of needs, information search, evaluation of alternatives, decision and post-purchase behavior. The results made it possible to evaluate whether digital tools facilitated or hindered each stage and whether they generated conversions in online or in-store sales. The research, of a non-experimental cross-sectional correlational type, was validated by experts and supported by digital marketing and consumer behavior theories. Its social relevance lay in showing how the correct application of digital strategies could improve competitiveness, increase sales and strengthen customer loyalty. It was also concluded that the optimization of digital communication, promotion, advertising and marketing represented a key opportunity for the company to adapt to the current market and respond to the demands of increasingly informed and demanding consumers.