Categorización de los establecimientos según los valores agregados percibidos por el consumidor en niveles socioeconómicos 3 y 4 en Bogotá, Colombia

Gustavo Riveros Polania; Camilo Pedraza; Yessica Barrero; Ana María Aguilar

doi:10.22579/23463910.156

Categorization of retail according the added values percieved by the consumers of the socialeconomic degrees 3 and 4 of Bogotá, Colombia

10.22579/23463910.156

Published 2019-07-16

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Categorization of retail according the added values percieved by the consumers of the socialeconomic degrees 3 and 4 of Bogotá, Colombia. (2019). GEON Journal (Management, Organizations and Business), 6(2), 63-81. https://doi.org/10.22579/23463910.156

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Abstract

This article is the result of a research, whose main objective was to identify the category of retail distribution channels, according to the added values perceived by consumers of socioeconomic levels 3 and 4 of Suba District in Bogota. It was carried an exploratory qualitative investigation out, with the application of non-probabilistic snowball sampling and data collection instruments through semi-structured interviews and focus groups, which allowed the identification of perceived values by consumers in front of products and services offered by the establishments. The results indicated that values such as quality, location, promotion, offer and service, represent greater importance than the knowledge of the kind of retail establishment visited, so that consumers do not identify a classification of intermediaries and, on the contrary, they consider the mentioned values.

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Authors

Gustavo Riveros Polania

Universidad Santo Tomas

https://orcid.org/0000-0002-4781-9836 (unauthenticated)
Camilo Pedraza

Universidad Santo Tomas

https://orcid.org/0000-0002-3371-0602 (unauthenticated)
Yessica Barrero

Universidad Santo Tomas

https://orcid.org/0000-0002-6508-1150 (unauthenticated)
Ana María Aguilar

Universidad Santo Tomas

https://orcid.org/0000-0002-9747-1655 (unauthenticated)

References

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Categorization of retail according the added values percieved by the consumers of the socialeconomic degrees 3 and 4 of Bogotá, Colombia