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Imagen y posicionamiento de las tiendas de barrio en Colombia aplicando el análisis factorial de correspondencias - AFC -

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  • Emperatriz Londoño Aldana

    ()

Abstract

Tradicionalmente, la actividad comercial en Colombia, ha sido entendida como una consecuencia del desempeño de los sectores agropecuario e industrial. Sólo a raíz de los cambios generados por la internacionalización de la economía en la década del 90 , tanto empresarios como agentes del Estado, apuntaron hacia una concepción de la actividad comercial como el eslabón fundamental sobre el cual se debe intervenir para alcanzar niveles de mayor desarrollo. Dentro del sector comercio, el referente al de la venta al de productos de gran consumo tanto a nivel de grandes superficies como de las tiendas de barrio hoy reconocidas como pymes de comercio , se muestra como el de mayor dinamismo tanto por su crecimiento como por su aporte al producto interno bruto y generación de empleo.El mercado de productos de gran consumo en el país se encuentra disputado por las denominadas grandes superficies y el comercio tradicional o tiendas de barrio: este pequeño comercio, (en conjunto) y en oposición a las teorías que muestran la extinción de las pequeñas unidades de negocios ante la presencia de los grandes minoristas, se ha convertido en la última década en el principal competidor de grandes supermercados e hipermercados. En estas condiciones es importante conocer y validar las características que hacen atractiva la tienda de barrio en beneficio del incremento de la demanda de la misma. ****** Traditionally, the commercial activity in Colombia, it has been understood as a consequence of the acting of the agricultural and industrial sectors. Only soon after the changes generated by the internationalization of the economy in the decade of the 90, as much managers as agents of the State, they pointed toward a conception of the commercial activity as the fundamental link on which you should intervene to reach levels of more development. Inside the sector trade, the one with respect to the one of the sale to that of products of great consumption so much at level of big surfaces like of the neighborhood store today recognized as trade pymes, it is shown as that of more dynamism as much for their growth as for their contribution to the internal gross product and employment generation. The market of products of great consumption in the country is disputed by those denominated big surfaces and the traditional trade or neighborhood stores: this small trade, (on the whole) and in opposition to the theories that show the extinction of the small units of businesses before the presence of the big retailers, has transformed into the last decade in the main competitor of big supermarkets and superstores. Under these conditions it is important to know and to validate the characteristics that make attractive the neighborhood store in benefit of the increment of the demand of the same one.

Suggested Citation

  • Emperatriz Londoño Aldana, 2007. "Imagen y posicionamiento de las tiendas de barrio en Colombia aplicando el análisis factorial de correspondencias - AFC -," REVISTA PANORAMA ECONÓMICO 006209, UNIVERSIDAD DE CARTAGENA.
  • Handle: RePEc:col:000407:006209
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    File URL: http://revistas.unicartagena.edu.co/index.php/panoramaeconomico/article/view/407
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    Keywords

    Tienda; comercio detallista; precio; cercanía; ventaja competitiva; Spread; trade retailer; Price; Proximity; competitive advantage.;

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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