Canal formal e informal: elección del consumidor
Artículo de revista
2016
Universidade da Coruña
Consumer selection
Formal channel
Informal channel
Distribution channels
Elección punto de venta
Canal formal
Canal informal
Canales de distribución
Canales formales
Canales informales
Consumidores-actitud
Formal channels
Informal channels
Consumers – attitudes
Canales de comercialización
Preferencias de los consumidores
Marketing channels
Consumers' preferences

Formal channel

Informal channel

Distribution channels

Elección punto de venta

Canal formal

Canal informal

Canales de distribución

Canales formales

Canales informales

Consumidores-actitud

Formal channels

Informal channels

Consumers – attitudes

Canales de comercialización

Preferencias de los consumidores

Marketing channels

Consumers' preferences

Supermarkets and traditional grocery stores have played an important role in food and household merchandise distribution. It is a highly competitive market with different market distribution in Latin America, USA and Europe. In Latin America traditional store has stronger market presence mainly due to cultural factors, however, to enter more deeply to study this situation, we present the results of research conducted in the city of Santiago de Cali in Colombia in order to know the elements that consumer take into account after buying in Supermarkets or traditional stores. A quantitative study with multivariate statistical analysis allowed us to identify and differentiate these elements. Traditional channel is selected by social relationships established, delivery and value added service and availability. While for the formal channel is preferred because of the facilities, variety, economy and comfort
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