Biblioteca Digital de VanguardiaBranding and market share of small local stores through factorial correspondence analysis
Traditionally, the commercial activity in Colombia, it has been understood as a consequence of the acting of the agricultural and industrial sectors. Only soon after the changes generated by the internationalization of the economy in the decade of the 90, as much managers as agents of the State, the...
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| Formato: | Revistas |
| Lenguaje: | Español |
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Universidad de Cartagena
2007
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| Acceso en línea: | https://revistas.unicartagena.edu.co/index.php/panoramaeconomico/article/view/407 |
| _version_ | 1782340292253319168 |
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| author | Londoño-Aldana, Emperatriz |
| author_facet | Londoño-Aldana, Emperatriz |
| author_sort | Londoño-Aldana, Emperatriz |
| collection | Revista |
| description | Traditionally, the commercial activity in Colombia, it has been understood as a consequence of the acting of the agricultural and industrial sectors. Only soon after the changes generated by the internationalization of the economy in the decade of the 90, as much managers as agents of the State, they pointed toward a conception of the commercial activity as the fundamental link on which you should intervene to reach levels of more development. Inside the sector trade, the one with respect to the one of the sale to that of products of great consumption so much at level of big surfaces like of the neighborhood store today recognized as trade pymes, it is shown as that of more dynamism as much for their growth as for their contribution to the internal gross product and employment generation. The market of products of great consumption in the country is disputed by those denominated big surfaces and the traditional trade or neighborhood stores: this small trade, (on the whole) and in opposition to the theories that show the extinction of the small units of businesses before the presence of the big retailers, has transformed into the last decade in the main competitor of big supermarkets and superstores. Under these conditions it is important to know and to validate the characteristics that make attractive the neighborhood store in benefit of the increment of the demand of the same one.Key Words: Spread, trade retailer, Price, Proximity, competitive advantage. |
| format | Revistas |
| id | oai:revistas.unicartagena.edu.co:article-407 |
| institution | Revista Panorama Económico |
| language | Español |
| publishDate | 2007 |
| publisher | Universidad de Cartagena |
| record_format | ojs |
| spelling | oai:revistas.unicartagena.edu.co:article-4072020-04-02T09:08:08Z Branding and market share of small local stores through factorial correspondence analysis Imagen y posicionamiento de las tiendas de barrio en Colombia aplicando el análisis factorial de correspondencia (AFC) Londoño-Aldana, Emperatriz Traditionally, the commercial activity in Colombia, it has been understood as a consequence of the acting of the agricultural and industrial sectors. Only soon after the changes generated by the internationalization of the economy in the decade of the 90, as much managers as agents of the State, they pointed toward a conception of the commercial activity as the fundamental link on which you should intervene to reach levels of more development. Inside the sector trade, the one with respect to the one of the sale to that of products of great consumption so much at level of big surfaces like of the neighborhood store today recognized as trade pymes, it is shown as that of more dynamism as much for their growth as for their contribution to the internal gross product and employment generation. The market of products of great consumption in the country is disputed by those denominated big surfaces and the traditional trade or neighborhood stores: this small trade, (on the whole) and in opposition to the theories that show the extinction of the small units of businesses before the presence of the big retailers, has transformed into the last decade in the main competitor of big supermarkets and superstores. Under these conditions it is important to know and to validate the characteristics that make attractive the neighborhood store in benefit of the increment of the demand of the same one.Key Words: Spread, trade retailer, Price, Proximity, competitive advantage. Tradicionalmente, la actividad comercial en Colombia, ha sido entendida como una consecuencia del desempeño de los sectores agropecuario e industrial. Sólo a raíz de los cambios generados por la internacionalización de la economía en la década del 90, tanto empresarios como agentes del Estado, apuntaron hacia una concepción de la actividad comercial como el eslabón fundamental sobre el cual se debe intervenir para alcanzar niveles de mayor desarrollo. Dentro del sector comercio, el referente al de la venta al de productos de gran consumo tanto a nivel de grandes superficies como de las tiendas de barrio hoy reconocidas como pymes de comercio31, se muestra como el de mayor dinamismo tanto por su crecimiento como por su aporte al producto interno bruto y generación de empleo. El mercado de productos de gran consumo en el país se encuentra disputado por las denominadas grandes superficies y el comercio tradicional o tiendas de barrio: este pequeño comercio, (en conjunto) y en oposición a las teorías que muestran la extinción de las pequeñas unidades de negocios ante la presencia de los grandes minoristas, se ha convertido en la última década en el principal competidor de grandes supermercados e hipermercados. En estas condiciones es importante conocer y validar las características que hacen atractiva la tienda de barrio en beneficio del incremento de la demanda de la misma.Palabras Clave: Tienda, comercio detallista, precio, cercanía, ventaja competitiva Universidad de Cartagena 2007-01-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.unicartagena.edu.co/index.php/panoramaeconomico/article/view/407 10.32997/2463-0470-vol.15-num.15-2007-407 Panorama Económico Journal; Vol. 15 (2007); 267-293 Panorama Económico; Vol. 15 (2007); 267-293 Panorama Económico; v. 15 (2007); 267-293 2463-0470 0122-8900 10.32997/2463-0470-vol.15-num.15-2007 spa https://revistas.unicartagena.edu.co/index.php/panoramaeconomico/article/view/407/358 /*ref*/Areiza C. (2001): “Presente y Futuro del Canal Tradicional en la Ciudad de Cali” - Estudios Gerenciales. Cali. /*ref*/Bartlett, M. S. (1959): “Test of significance in factor analysis”, British Journal of Phicology, 3, 1950, pp. 77-85. /*ref*/Benzécri, J. P. (1980): L’Analysedes Donneé, II, LAnalyse des Correspondances, Dunod, París. /*ref*/Foucart, T. (1982) Analyse Factorielle. Programmation sur mwroordinateurs. Masson, París. /*ref*/Kotler, P. y Amstrong, G. (1996): Principios of Marketing, 6ª edición, Prentice Hall. /*ref*/Lefevbre 819839: Introduction aux Analyses Statiques Multidimensionnelles, 3ª Ed., Masson, París /*ref*/Martineau, P. (1958): “The Personality of the Retail Store”, Harvard Bussines Review N° 36, enero-febrero, pág 17-55. /*ref*/Miquel P., Salvador, P., Guerrero, F., L´Hermie, C. y Miquel, M. (2000): Distribución Comercial, ESIC Editorial, Madrid. /*ref*/Santesmases, M. (1996): Términos de Marketing – Diccionario – Bases de Datos. Ediciones Pirámide, Madrid /*ref*/-------- (1999): Marketing Conceptos y Estrategias, 4ª Edición, Ediciones Pirámide, Madrid. /*ref*/-------- (2005): “DYANE (Versión 3). Diseño y Análisis de Encuestas en Investigación Social y de Mercados, Editorial Pirámide, Madrid. Derechos de autor 2015 Panorama Económico |
| spellingShingle | Londoño-Aldana, Emperatriz Branding and market share of small local stores through factorial correspondence analysis |
| title | Branding and market share of small local stores through factorial correspondence analysis |
| title_full | Branding and market share of small local stores through factorial correspondence analysis |
| title_fullStr | Branding and market share of small local stores through factorial correspondence analysis |
| title_full_unstemmed | Branding and market share of small local stores through factorial correspondence analysis |
| title_short | Branding and market share of small local stores through factorial correspondence analysis |
| title_sort | branding and market share of small local stores through factorial correspondence analysis |
| url | https://revistas.unicartagena.edu.co/index.php/panoramaeconomico/article/view/407 |