<?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>2076-054X</journal-id>
<journal-title><![CDATA[Población y Desarrollo ]]></journal-title>
<abbrev-journal-title><![CDATA[Poblac.Desarro.]]></abbrev-journal-title>
<issn>2076-054X</issn>
<publisher>
<publisher-name><![CDATA[FACULTAD DE CIENCIAS ECONÓMICAS- UNA]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2076-054X2026006200071</article-id>
<article-id pub-id-type="doi">10.18004/pdfce/2076-054x/2026.032.62.071</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Relación entre la intención de compra y estrategias promocionales: caso de la tienda deportiva Castle. Huánuco, Peru. Año 2025]]></article-title>
<article-title xml:lang="en"><![CDATA[Relationship between purchase intention and promotional strategies: the case of Castle sports store]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Castillo Candelario]]></surname>
<given-names><![CDATA[Guadalupe Jennifer]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Campos Ruiz]]></surname>
<given-names><![CDATA[Katherin Deici]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Callan Bacilio]]></surname>
<given-names><![CDATA[Richard]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Huánuco Facultad de Ciencias Empresariales Programa Académico de Marketing y Negocios Internacionales]]></institution>
<addr-line><![CDATA[Huánuco ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2026</year>
</pub-date>
<volume>32</volume>
<numero>62</numero>
<fpage>71</fpage>
<lpage>82</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2076-054X2026006200071&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2076-054X2026006200071&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2076-054X2026006200071&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente estudio tuvo como objetivo determinar la relación entre la intención de compra y las estrategias promocionales en los clientes de la tienda deportiva Castle. Se abordó el problema de cómo las percepciones del consumidor respecto a su intención de compra se vinculan con las estrategias promocionales implementadas por la empresa, considerando la necesidad de comprender mejor los factores que motivan dicha intención en un mercado cada vez más exigente y competitivo. Se aplicó una metodología con enfoque cuantitativo, diseño no experimental de corte transversal, y se utilizó una encuesta a 371 clientes, evaluando su percepción sobre la intención de compra y las estrategias promocionales, mediante dimensiones como la probabilidad de compra, la influencia de la satisfacción y la evaluación previa al consumo. Los resultados muestran una relación positiva alta entre la intención de compra y las estrategias promocionales, con un coeficiente de Spearman de 0.853, lo que indica una asociación sólida entre ambas variables. Se concluye que, la intención de compra se ve fortalecida cuando el consumidor percibe las promociones como relevantes y coherentes con sus expectativas, lo que posiciona a estas estrategias como un recurso decisivo para influir en el comportamiento del consumidor y aportar valor competitivo a la marca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The objective of this study was to determine the relationship between purchase intention and promotional strategies among customers of the Castle sports store. It addressed the issue of how consumer perceptions regarding their purchase intention are linked to the promotional strategies implemented by the company, considering the need to better understand the factors that motivate such intention in an increasingly demanding and competitive market. A quantitative methodology was applied, using a non-experimental cross-sectional design and a survey of 371 customers, evaluating their perceptions of purchase intention and promotional strategies through dimensions such as purchase probability, the influence of satisfaction, and pre-consumption evaluation. The results show a high positive relationship between purchase intention and promotional strategies, with a Spearman coefficient of 0.853, indicating a strong association between the two variables. It is concluded that purchase intention is strengthened when consumers perceive promotions as relevant and consistent with their expectations, positioning these strategies as a decisive resource for influencing consumer behavior and adding competitive value to the brand.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="es"><![CDATA[estrategias promocionales]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[marketing deportivo]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
<kwd lng="en"><![CDATA[promotional strategies]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[sports marketing]]></kwd>
</kwd-group>
</article-meta>
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