Purchase Decision In Neighborhood Stores And Supermarkets: Evidence Of Consumers By Socioeconomic Strata In Cali - Colombia, Decision De Compra En Tiendas Y Supermercados: Evidencias De Consumidores Por Estratos En Cali - Colombia

Place is a variable on which marketing is planned. Place refers to formal and informal distribution channels. In Colombia, the informal distribution channel, represented by neighborhood stores, is still in force for the purchase of goods for home consumption. These stores have survived despite the growth and expansion of large supermarket chains. This research focused on identifying the factors that influence the decision to buy at the neighborhood store or supermarket. The study was conducted n the city of Cali- Colombia, under a mixed approach including qualitative and quantitative elements. The results allowed us to identify the following relevant variables that motivate consumers to buy in neighborhood stores. Proximity, short presentations of products and the purchase option per unit. The variables for purchase in supermarkets were promotions, product variety and the option for getting everything in one place. The cultural component is highly relevant to the decision to purchase in the neighborhood stores. Consumers have different motivations for shopping at both places, and these support the reasons why both channels coexist in the market of goods