Determinantes del comportamiento variado del consumidor en el escenario de compra

• Autores: Carmen Berné Manero , Noemí Martínez Caraballo
• Localización: Revista europea de dirección y economía de la empresa, ISSN 1019-6838, Vol. 18, Nº 3, 2009, págs. 99-114
• Idioma: español
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• Dialnet Métricas: 3 Citas
• Resumen

  • El modelo de compra actual de productos de uso frecuente se caracteriza por un comportamiento variado del consumidor quien, por lo general, utiliza más de un establecimiento de compra para resolver una misma necesidad básica. El objetivo de esta investigación es descubrir los factores que subyacen en el comportamiento variado del consumidor tomando como referencia el que denominamos escenario de compra. Los resultados del análisis empírico identifican tanto variables controlables como no controlables por el minorista que explican parte de la variación estructural de los escenarios de compra de 260 hogares. La gestión minorista que combine adecuadamente estrategias minoristas tradicionales con estrategias multiformato y estrategias de variedad tendrá una posición ventajosa respecto al resto para capturar la mayor parte del gasto.

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