Impacto en el comportamiento de compra de los consumidores de los mini autoservicios en la fidelización de las depensas de barrio de Guayaquil
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Las despensas de barrio de Guayaquil, son comercios tradicionales que se han establecido desde la creación de este sector, siendo importantes para los habitantes ya que por generaciones han solventado sus necesidades básicas de productos de consumo masivo. La preocupación se desarrolla por la penetración de autoservicios en el sector suburbano y que, con su modalidad de comercio, han conquistado la atención de los consumidores ocasionando una baja en las ventas de las despensas de barrio, por su diferencia en precios, profundidad en el surtido y frescura de sus productos. Por ello, se plantea identificar las estrategias que podrían crear fidelización, en las despensas de barrio de Guayaquil basadas en el comportamiento de compra de los consumidores en los autoservicios, para lo cual se realizó una investigación de campo, utilizando una encuesta a salida de los autoservicios, dirigida a la población de la urbe y conocer lo que impulsan sus compras y sus patrones de compra en estos locales. También se investigó a los propietarios de las despensas de barrio del sector, para conocer la afectación que han tenido por la introducción de autoservicios en el sector y conocer su predisposición en implementar estrategias en su negocio. Mediante los resultados obtenidos en la investigación se adquirió información para elaborar y sustentar lo antedicho en una propuesta proyectada para que pueda ser aplicada por cualquier negocio en la ciudad de Guayaquil que desee retener a su clientela, aunque según lo investigado se observó que no puede ser, con la misma eficiencia de años anteriores a la incursión de los autoservicios en los sectores populares de la ciudad.
Guayaquil neighborhood pantries are traditional businesses that have been established since the creation of this sector, being important for the inhabitants since for generations have solved their basic needs of mass consumption products. The concern is developed by the penetration of self-services in the suburban sector and that, with their mode of commerce, have won the attention of consumers causing a drop-in sales of neighborhood pantries, due to their difference in prices, depth in the Assortment and freshness of its products. Therefore, it is proposed to identify the strategies that could create loyalty, in Guayaquil neighborhood pantries based on consumers' buying behavior in the self-services, for which a field investigation was carried out, using a survey after leaving the Self-service, aimed at the population of the city, and know what drives their purchases and purchasing patterns in these places. We also investigated the owners of neighborhood groceries in the sector, to know the affectation they have had for the introduction of self-services in the sector and know their predisposition to implement strategies in their business. Through the results obtained in the investigation, information was acquired to elaborate and support the proposal in order to be applied by any business in the city of Guayaquil that wishes to retain its clientele, although according to the investigation it was observed that it cannot be, With the same efficiency of years before the incursion of self-services in the popular sectors of the city.
Guayaquil neighborhood pantries are traditional businesses that have been established since the creation of this sector, being important for the inhabitants since for generations have solved their basic needs of mass consumption products. The concern is developed by the penetration of self-services in the suburban sector and that, with their mode of commerce, have won the attention of consumers causing a drop-in sales of neighborhood pantries, due to their difference in prices, depth in the Assortment and freshness of its products. Therefore, it is proposed to identify the strategies that could create loyalty, in Guayaquil neighborhood pantries based on consumers' buying behavior in the self-services, for which a field investigation was carried out, using a survey after leaving the Self-service, aimed at the population of the city, and know what drives their purchases and purchasing patterns in these places. We also investigated the owners of neighborhood groceries in the sector, to know the affectation they have had for the introduction of self-services in the sector and know their predisposition to implement strategies in their business. Through the results obtained in the investigation, information was acquired to elaborate and support the proposal in order to be applied by any business in the city of Guayaquil that wishes to retain its clientele, although according to the investigation it was observed that it cannot be, With the same efficiency of years before the incursion of self-services in the popular sectors of the city.
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CONSUMIDOR, COMPORTAMIENTO DEL CONSUMIDOR, DESPENSAS DE BARRIO, ESTRATEGIAS DE MARKETING