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Commercial Communication Strategies in Pichincha Supermarkets and Their Impact on Consumer Perception and Preference

In: Management, Tourism, and Smart Technologies, Vol 2

Author

Listed:
  • Juan Francisco Ávila Vélez

    (Universidad Tecnológica Israel, Department Business Administration)

  • Wilson German Nieto Aguilar

    (Universidad Tecnológica Israel, Department Business Administration)

Abstract

In the competitive retail sector of Pichincha, Ecuador, commercial communication plays a key role in brand positioning and consumer perception. Supermarkets have faced a competitive environment driven by the evolution of consumer habits and advancements in marketing strategies. This study analyzes the influence of these strategies on consumer preference through a quantitative approach based on structured surveys, where the effectiveness of various communication channels was evaluated in a sample of 1.497 respondents, with a 2.58% margin of error and a 95% confidence level. The findings reveal that digital communication, and the use of social media positively influence consumer loyalty more than 72% of respondents. However, traditional strategies remain relevant for specific segments, representing a 43.4% preference. The study demonstrates the importance of effective segmentation in the selection of communication channels. Based on these results, a commercial communication model is proposed that integrates digital innovation with traditional practices to strengthen consumer connection and improve competitiveness in the Ecuadorian retail sector.

Suggested Citation

  • Juan Francisco Ávila Vélez & Wilson German Nieto Aguilar, 2026. "Commercial Communication Strategies in Pichincha Supermarkets and Their Impact on Consumer Perception and Preference," Springer Proceedings in Business and Economics, in: Pedro Miguel Gaspar & José Machado & João Paulo Ramos Teixeira & José Avelino Moreira Victor & Carlo (ed.), Management, Tourism, and Smart Technologies, Vol 2, chapter 20, pages 249-258, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-24600-4_20
    DOI: 10.1007/978-3-032-24600-4_20
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