La influencia de los objetivos de compra en la efectividad de las acciones de trade marketing dentro de los supermercados
DOI:
https://doi.org/10.18046/j.estger.2018.146.2663Palabras clave:
Comportamiento de compra, Objetivos de compra, Punto de venta, Supermercados, Estrategias de marketingResumen
La presente investigación analiza la influencia de los objetivos de compra en la efectividad de las acciones de trade marketing implementadas dentro de los supermercados. Para esto se aplicó una encuesta a 800 clientes de este tipo de canales durante su proceso de compra. Los resultados, basados en pruebas de asociación de variables y diferencia de proporciones, evidencian que los consumidores guiados por objetivos de compra concretos serían más sensibles a las acciones de trade marketing que aquellos guiados por objetivos abstractos. Estos hallazgos contribuyen al replanteamiento de las estrategias de trade marketing en supermercados, sugiriendo una segmentación por objetivos de compra del consumidor, con miras a alcanzar una mayor efectividad en mercados con elevada intensidad competitiva, como el latinoamericano.
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