Medición de la imagen en el comercio minorista de bienes en Jatibonico: puntos de venta “Nuevo Milenio” y “La nueva tienda”
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Fecha
2010-06-25
Autores
Mendoza García, Pavel
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Editor
Universidad Central "Marta Abreu" de las Villas
Resumen
La siguiente investigación aborda aspectos conceptuales, sobre el marketing, el Comercio Minorista de Bienes, la imagen y su forma de medición en este sector, este último aspecto constituye el núcleo del presente trabajo. La Imagen constituye una variable esencial para lograr la eficiencia y elevar al valor económico de cualquier empresa u organización, por tanto se hace imprescindible tenerla en cuenta cuando se habla del Comercio Minorista de Bienes. La imagen influye en la satisfacción y el incremento del nivel y calidad de vida de la sociedad en general. Además se explica la importancia de la imagen como factor clave del éxito para el sector del comercio minorista. Posteriormente se hace referencia al marco metodológico para la medición de la Imagen en el Comercio Minorista. También se realiza una caracterización de este sector en el país y en el municipio de Jatibonico y además se muestran las características de los dos
puntos de venta objeto de estudio. El principal objetivo que se persigue con este trabajo es medir la imagen del comercio
minorista. Para este trabajo se hizo una investigación de mercado utilizando técnicas estadísticas que permiten asegurar la validez del estudio realizado, utilizando el software estadístico profesional SPSS versión 13.0.
The following investigation approaches conceptual aspects, on the marketing, the Trade Retailer of Goods, the image and its mensuration form in this sector, this last aspect constitutes the nucleus of the present work. The Image constitutes an essential variable to achieve the efficiency and to rise to the economic value of any company or organization, therefore it becomes indispensable to keep it in mind when one speaks of the Trade Retailer of Goods. The image influences in the satisfaction and the increment of the level and quality of life of the society in general. It is also explained the importance of the image like key factor of the success for the sector of the trade retailer. Later on reference is made to the methodological mark for the mensuration of the Image in the Trade Retailer. He/she is also carried out a characterization of this sector in the country and in the municipality of Jatibonico and the characteristics of the two points of sale study object are also shown. The main objective that is pursued with this work is to measure the image of the trade retailer. For this work a market investigation was made using statistical techniques that allow to assure the validity of the carried out study, using the professional statistical software SPSS version 13.0
The following investigation approaches conceptual aspects, on the marketing, the Trade Retailer of Goods, the image and its mensuration form in this sector, this last aspect constitutes the nucleus of the present work. The Image constitutes an essential variable to achieve the efficiency and to rise to the economic value of any company or organization, therefore it becomes indispensable to keep it in mind when one speaks of the Trade Retailer of Goods. The image influences in the satisfaction and the increment of the level and quality of life of the society in general. It is also explained the importance of the image like key factor of the success for the sector of the trade retailer. Later on reference is made to the methodological mark for the mensuration of the Image in the Trade Retailer. He/she is also carried out a characterization of this sector in the country and in the municipality of Jatibonico and the characteristics of the two points of sale study object are also shown. The main objective that is pursued with this work is to measure the image of the trade retailer. For this work a market investigation was made using statistical techniques that allow to assure the validity of the carried out study, using the professional statistical software SPSS version 13.0
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Palabras clave
Economía, Marketing, Identidad e Imagen, Comercio Minorista de Bienes, Jatibonico