Medición de la imagen en los puntos de venta La Riviera y La Casa Caribe de las cadenas Tiendas Panamericanas y TRD Caribe respectivamente, en Santa Clara
Archivos
Fecha
2008-07-24
Autores
Medina Moreno, Yaneisa
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
La presente investigación parte de la definición de marketing en el Comercio Minorista de Bienes, los factores claves de éxito y la competitividad en este sector, continuando con la definición de Imagen especificando para el caso del Comercio Minorista, pues este estudio constituye una investigación en este campo. Posteriormente se hace referencia al marco metodológico con relación a la medición de la Imagen en el Comercio Minorista. Se hace referencia a las particularidades y al estado actual del mismo y se realiza una caracterización de este sector que opera en CUC en nuestro país, específicamente en Santa Clara, en las Cadenas Tiendas Panamericanas y Tiendas TRD Caribe. Por último se desarrolla una investigación de mercado, para determinar si es posible definir claramente la Imagen de Puntos de Venta que integran la red minorista de bienes que opera en CUC en Santa Clara, de las cadenas Tiendas Panamericanas (punto de venta: La Riviera) y Tiendas TRD Caribe (punto de venta: La Casa Caribe) respectivamente; que además permite comprobar si se perciben diferencias en la imagen de esos puntos de venta y realizar comparaciones entre los mismos dentro de diferentes cadenas en una misma localidad. Para el diseño del instrumento se llevó a cabo una investigación cualitativa de mercado (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 para Windows. Por último, se analizan e interpretan los resultados obtenidos y se verifica la validez y fiabilidad del instrumento utilizado. Una vez obtenidos los resultados del estudio empírico, dándose respuesta a los objetivos inicialmente planteados, y aceptándose la hipótesis de partida, se establecen las conclusiones y se brindan las recomendaciones resultados de la investigación.
The present investigation leaves of the marketing definition in the Trade Retailer of Goods, the key factors of success and the competitiveness in this sector, continuing with the definition of Image specifying for the case of the Trade Retailer, because this study constitutes an investigation in this field. Later on reference is made to the methodological mark with relationship to the mensuration of the Image in the Trade Retailer. Reference is made to the particularities and the current state of the same one and he/she is carried out a characterization of this sector that operates in CUC in our country, specifically in Santa Clara, in the Chains Pan-American Stores and Spread TRD Caribbean. Lastly a market investigation is developed, to determine if it is possible to define the Image of Points of Sale that you/they integrate the net retailer of goods that operates in CUC in Santa Clara, of the chains Pan-American Stores clearly (sale point: The Riviera) and Spread TRD Caribbean (sale point: The House Caribbean) respectively; that it also allows to check if differences are perceived in the image of those sale points and to carry out comparisons among the same ones inside different chains in oneself town. For the design of the instrument it was carried out a qualitative investigation of market (you interview 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 for Windows. Lastly, they are analyzed and they interpret the obtained results and it is verified the validity and reliability of the used instrument. Once obtained the results of the empiric study, being given answer to the initially outlined objectives, and being accepted the departure hypothesis, the conclusions settle down and the recommendations of the investigation are offered.
The present investigation leaves of the marketing definition in the Trade Retailer of Goods, the key factors of success and the competitiveness in this sector, continuing with the definition of Image specifying for the case of the Trade Retailer, because this study constitutes an investigation in this field. Later on reference is made to the methodological mark with relationship to the mensuration of the Image in the Trade Retailer. Reference is made to the particularities and the current state of the same one and he/she is carried out a characterization of this sector that operates in CUC in our country, specifically in Santa Clara, in the Chains Pan-American Stores and Spread TRD Caribbean. Lastly a market investigation is developed, to determine if it is possible to define the Image of Points of Sale that you/they integrate the net retailer of goods that operates in CUC in Santa Clara, of the chains Pan-American Stores clearly (sale point: The Riviera) and Spread TRD Caribbean (sale point: The House Caribbean) respectively; that it also allows to check if differences are perceived in the image of those sale points and to carry out comparisons among the same ones inside different chains in oneself town. For the design of the instrument it was carried out a qualitative investigation of market (you interview 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 for Windows. Lastly, they are analyzed and they interpret the obtained results and it is verified the validity and reliability of the used instrument. Once obtained the results of the empiric study, being given answer to the initially outlined objectives, and being accepted the departure hypothesis, the conclusions settle down and the recommendations of the investigation are offered.
Descripción
Palabras clave
Comercio Minorista de Bienes, Comercio Interior, Imagen Corporativa, Cadena de Tiendas TRD Caribe, Cadena de Tiendas Panamericanas