Medición de la imagen de los puntos de venta de las cadenas TRD Caribe y Panamericana en el municipio de Encrucijadas
Archivos
Fecha
2008-07-24
Autores
Rosa Espinosa, Dermis
Rodríguez Gómez, Marnie
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Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
En la presente investigación se abordan aspectos concep tuales sobre el marketing, el
comercio minorista de bienes, la imagen y como medir la imagen en el Comercio
Minorista de Bienes, lo que constituye la base conceptual de los temas incluidos en
capítulos posteriores. De esta forma se inicia con la definició n de marketing el estudio
consiste en una investigación de este tipo, específicamente en el sector del Comercio
Minorista de Bienes, por lo que resulta importante hacer referencia del el estado
actual de este sector que opera en divisa en nuestro país y específicamente en el
municipio de Encrucijada.
A continuación se realiza una caracterización del Comercio Minorista de Bienes que
opera en divisa en Cuba y en el municipio de Encrucijada
Por último se desarrolla una investigación de mercado, para determ inando el estado
actual de la imagen de los puntos de venta que integran la red minorista de bienes
que opera en divisa en dicho municipio, así como si se perciben diferencias
significativas en la imagen de los puntos de venta de la red minorista de bie nes que
opera en divisa en esta localidad.
Para la aplicación del instrumento se tomara una muestra de expertos (muestreo
aleatorio simple) en el sector utilizando un muestreo a juicio/ conveniencia, los datos
obtenidos se procesaran en el paquete estadís tico SPSS versión 13.0 y por último se
analizaran e interpretaran los resultados obtenidos.
In the present investigation conceptual aspects are approached on the marketing, the trade retailer of goods, the image and as measuring the image in t he Trade Retailer of Goods, what constitutes the conceptual base of the topics included in later chapters. This way he/she begins with the marketing definition the study it consists on an investigation of this type, specifically in the sector of the Trade Retailer of Goods, for what is important to make reference of the current state of this sector that operates in foreign currency in our country and specifically in the municipality of Crossroad. Next he/she is carried out a characterization of the Trade Retailer of Goods that operates in foreign currency in Cuba and in the municipality of Crossroad Lastly a market investigation is developed, for determining the current state of the image of the sale points that you/they integrate the net retailer of goo ds that operates in foreign currency in this municipality, as well as if significant differences are perceived in the image of the points of sale of the net retailer of goods that operates in foreign currency in this town. For the application of the instrument he/she took a sample of experts (simple random sampling) in the sector using a sampling in opinion / convenience, the obtained data were processed in the statistical package SPSS version 13.0 and lastly they were analyzed and they interpreted the o btained results.
In the present investigation conceptual aspects are approached on the marketing, the trade retailer of goods, the image and as measuring the image in t he Trade Retailer of Goods, what constitutes the conceptual base of the topics included in later chapters. This way he/she begins with the marketing definition the study it consists on an investigation of this type, specifically in the sector of the Trade Retailer of Goods, for what is important to make reference of the current state of this sector that operates in foreign currency in our country and specifically in the municipality of Crossroad. Next he/she is carried out a characterization of the Trade Retailer of Goods that operates in foreign currency in Cuba and in the municipality of Crossroad Lastly a market investigation is developed, for determining the current state of the image of the sale points that you/they integrate the net retailer of goo ds that operates in foreign currency in this municipality, as well as if significant differences are perceived in the image of the points of sale of the net retailer of goods that operates in foreign currency in this town. For the application of the instrument he/she took a sample of experts (simple random sampling) in the sector using a sampling in opinion / convenience, the obtained data were processed in the statistical package SPSS version 13.0 and lastly they were analyzed and they interpreted the o btained results.
Descripción
Palabras clave
Punto de Venta, Comercio Minorista de Bienes, Imagen Corporativa, Cadena de Tiendas TRD Caribe, Cadena de Tiendas Panamericanas