La imagen en el comercio minorista de bienes. Tiendas de la Sucursal Comercial Caracol Ciego de Ávila
Fecha
2020
Autores
Díaz Negrín, Leanet
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
La presente investigación se desarrolla con el objetivo de diagnosticar la imagen de las tiendas pertenecientes a la Sucursal Comercial Caracol Ciego de Ávila. El estudio permite profundizar en la categoría imagen desde la óptica del comercio minorista de bienes en una de las cadenas de tiendas más prestigiosas en el ámbito nacional. Para el despliegue investigativo se emplea la alternativa metodológica mixta y el Diseño Secuencial Exploratorio (DEXPLOS) en el que se trabaja en un primer momento con datos cualitativos y posteriormente se propone el uso de las técnicas cuantitativas. Se concluye que la imagen de las tiendas de la cadena Caracol de la provincia de Ciego de Ávila es muy buena. El principal resultado investigativo es el diagnóstico de imagen; el que se recomienda emplear como apoyo a los estudios propios de la Sucursal Comercial Caracol Ciego de Ávila, asimismo se sugiere aplicar el cuestionario a los consumidores para obtener resultados de mayor rigor científico.
The present investigation is developed with the objective of diagnosing the image of the stores belonging to the Ciego de Avila´s Caracol Commercial Branch. The study allows us to deepen the image category from the point of view of retail of goods in one of the chain of stores most prestigious in the national sphere. For the investigative deployment is used the mixed methodological alternative and the Exploratory Sequential Design (DEXPLOS), which initially works with qualitative data and later the use of quantitative techniques is proposed. It is concluded that the image of the Caracol chain of stores in the province of Ciego de Avila is very good. The main research result is the image diagnosis, which is recommended to be used as support for the studies carried out by the Ciego de Avila´s Caracol Commercial Branch it is also suggested to apply the questionnaire to obtain more rigorous scientific results.
The present investigation is developed with the objective of diagnosing the image of the stores belonging to the Ciego de Avila´s Caracol Commercial Branch. The study allows us to deepen the image category from the point of view of retail of goods in one of the chain of stores most prestigious in the national sphere. For the investigative deployment is used the mixed methodological alternative and the Exploratory Sequential Design (DEXPLOS), which initially works with qualitative data and later the use of quantitative techniques is proposed. It is concluded that the image of the Caracol chain of stores in the province of Ciego de Avila is very good. The main research result is the image diagnosis, which is recommended to be used as support for the studies carried out by the Ciego de Avila´s Caracol Commercial Branch it is also suggested to apply the questionnaire to obtain more rigorous scientific results.
Descripción
Palabras clave
Imagen, Comercio Minorista de Bienes, Diagnóstico, Image, Retail Market of Goods, Diagnosis