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El concepto de tiendas de conveniencia en Perú

Author

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  • Pedro Barrientos-Felipa

Abstract

Las estrategias comerciales cuentan con nuevos sistemas de distribución que permiten aumentar la eficiencia del marketing. El desarrollo más reciente en Perú son las tiendas de conveniencia (TdC), un concepto diferente al que exponen los mercadólogos en sus publicaciones. Los objetivos del artículo son exponer la definición actual de las TdC y su repercusión comercial, identificar los factores que permiten la aceptación del cliente objetivo y conocer la posición del líder y las acciones de los actuales y potenciales retadores. Su elaboración se basa en el uso inicial de datos secundarios. Se complementa con una encuesta realizada, para la cual se aplicó muestreo simple estratificado (seis territorios en Lima con características particulares) y un tamano de muestra de 400 elementos. Así mismo, se realizaron entrevistas a expertos en el tema. Los resultados muestran que este tipo de negocio está en su etapa de introducción y que la competencia será intensa.

Suggested Citation

  • Pedro Barrientos-Felipa, 2022. "El concepto de tiendas de conveniencia en Perú," Revista Equidad y Desarrollo, Universidad de la Salle, vol. 34(34), pages 1-250, October.
    • Handle: RePEc:col:000452:020438
    DOI: 10.19052/eq.vol1.iss34.8
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    More about this item

    Keywords

    Desposicionamiento; detallista; estrategia de distribución; productos de conveniencia; reposicionamiento; tiendas de conveniencia;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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