Medición de la imagen en los puntos de venta “La Octava Villa” de la cadena TRD Caribe y el Mercado Industrial “La Ilusión” que integran la red minorista de bienes en Remedios.
Archivos
Fecha
2010-06-25
Autores
Coello Valdivia, Ulices
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ISSN de la revista
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación hace referencias a aspectos conceptuales del marketing, el comercio minorista de bienes, la imagen y su forma de medición en este sector. El trabajo comienza con la caracterización general del comercio minorista y los puntos de venta así como los factores claves del éxito en el
sector, la imagen en un punto de venta y la importancia de la imagen corporativa. A continuación se expone el marco metodológico de la investigación en relación a la medición de la imagen en el comercio minorista de bienes y se caracteriza
dicho sector tanto en la provincia como en el municipio haciéndose énfasis en los puntos de venta objetos de estudio. Por último se desarrolla una investigación de mercado, para determinar si es
posible definir la imagen de los puntos de venta objeto de estudio y si existe relación entre las variables imagen global e intención de visitar los puntos de venta. Para el diseño del instrumento se llevó a cabo una investigación cualitativa de mercado (dinámicas de grupos y entrevistas en profundidad); la aplicación del
cuestionario se realiza mediante encuestas personales, utilizándose el muestreo aleatorio simple. Los datos obtenidos se procesan con el paquete estadístico SPSS versión 13.0. Por último, se analizan e interpretan los resultados obtenidos
y se verifica la validez y fiabilidad del instrumento utilizado.
The present investigation makes references to conceptual aspects of the marketing, the Trade Retailer of Goods, the image and its mensuration form in this sector. The work begins with the general characterization of the trade retailer and the sale points as well as the key factors of the success in the sector, the image in a sale point and the importance of the corporate image. Next the methodological mark of the investigation is exposed in relation to the mensuration of the image in the trade retailer of goods and this sector is characterized as much in the county as in the municipality being made emphasis in the points of sale study objects. Lastly a market investigation is developed, to determine if it is possible to define the image of the points of sale study object and if relationship exists between the variable Global Image and Intention of Visiting the Points of Sale. For the design of the instrument it was carried out a qualitative investigation of market (dynamic of groups and interviews in depth); the application of the questionnaire is carried out by means of personal surveys, being used the simple random sampling. The obtained data are processed with the statistical package SPSS version 13.0. Lastly, they are analyzed and they interpret the obtained results and it is verified the validity and reliability of the used instrument.
The present investigation makes references to conceptual aspects of the marketing, the Trade Retailer of Goods, the image and its mensuration form in this sector. The work begins with the general characterization of the trade retailer and the sale points as well as the key factors of the success in the sector, the image in a sale point and the importance of the corporate image. Next the methodological mark of the investigation is exposed in relation to the mensuration of the image in the trade retailer of goods and this sector is characterized as much in the county as in the municipality being made emphasis in the points of sale study objects. Lastly a market investigation is developed, to determine if it is possible to define the image of the points of sale study object and if relationship exists between the variable Global Image and Intention of Visiting the Points of Sale. For the design of the instrument it was carried out a qualitative investigation of market (dynamic of groups and interviews in depth); the application of the questionnaire is carried out by means of personal surveys, being used the simple random sampling. The obtained data are processed with the statistical package SPSS version 13.0. Lastly, they are analyzed and they interpret the obtained results and it is verified the validity and reliability of the used instrument.
Descripción
Palabras clave
Economía, Comercio Minorista de Bienes, Marketing, Imagen Corporativa