The 4 C's of marketing and their relationship with brand positioning

Ravages of COVID-19 have potentially harmed the restaurant and related industries, which seek to discover the new needs of customers, applying more efficient tools and channels to recover the market. Based on this premise, the objective of this research was to determine the relationship between the 4 C's of marketing and the positioning of the Sabora brand, using a quantitative approach, correlational level, and non-experimental cross-sectional design. The study population consisted of 300 customers, from which a random sample of 169 was taken and to whom a 36-item Likert-scale questionnaire was administered. With the data obtained and by means of Spearman's Rho correlation, the authors' hypothesis was confirmed, finding a positive and moderate correlation of 0.657; that is, the results showed that the 4 C's of marketing have a positive and direct relationship with brand positioning, and that, when applied moderately, the positioning of the Sabora brand is also presented in the same way in the district of Huacho, Peru.