La influencia de los objetivos de compra en la efectividad de las acciones de trade marketing dentro de los supermercados

Jose L. Wakabayashi Muroya; Jessica N. Alzamora Ruiz; Carlos A. Guerrero Medina

doi:10.18046/j.estger.2018.146.2663

Authors

Jose L. Wakabayashi Muroya Universidad ESAN
Jessica N. Alzamora Ruiz Universidad ESAN
Carlos A. Guerrero Medina Universidad ESAN

DOI:

https://doi.org/10.18046/j.estger.2018.146.2663

Keywords:

Purchase behavior, Purchase objectives, Point of sale, Supermarkets, Marketing strategies

Abstract

This research study aims to analyze the influence of purchase objectives on the effectiveness of trade-marketing activities implemented in supermarkets. In order to achieve this goal a survey was administered to 800 supermarket customers during their purchase process. The findings, resulting from variables association tests and proportion difference testing, suggest that consumers driven by concrete purchasing objectives are more sensitive to trade-marketing actions than those driven by abstract objectives. These findings contribute to reformulating the trade-marketing strategies implemented in supermarkets, which should rely on customer segmentation based on purchase objectives in order to achieve greater effectiveness in markets with high competitive intensity, such as the Latin American market.

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Author Biographies

Jose L. Wakabayashi Muroya, Universidad ESAN

Profesor de tiempo completo, Departamento de Marketing, Escuela de Negocios, Universidad ESAN, Lima, Perú.
Jessica N. Alzamora Ruiz, Universidad ESAN

Profesor
Carlos A. Guerrero Medina, Universidad ESAN

Profesor, Departamento de Marketing, Escuela de Negocios, Universidad ESAN, Lima, Perú.

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