Estrategias comerciales de las bodegas y su futuro dentro del canal tradicional
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2023-08-09
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Pontificia Universidad Católica del Perú
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Las bodegas en el Perú constituyen una pieza fundamental en la economía familiar,
siendo eje importante en el desarrollo del país, contribuyendo con la economía de aquellas
familias que han buscado su sustento en este tipo de negocio de venta minorista. La bodega
como punto de venta es el elemento más importante del canal tradicional y en ellas se
concentra el mayor consumo de los compradores, principalmente por su cercanía y afinidad.
Sin embargo, en el Perú son escasos los estudios que profundizan en las variables que
influyen en la compra y en la efectividad de este punto de venta y se carece de información e
investigaciones suficientes para lograr que las bodegas operen con mayor efectividad.
La presente tesis ha desarrollado un estudio para entender las bodegas y su impacto en
el consumidor para, a partir del análisis de distintas variables, proponer un esquema que
permita entender su situación actual y recomendaciones, como la formalización de estos
negocios o su adaptación a nuevas tecnologías. La presente investigación tiene un alcance
exploratorio y cuenta con un enfoque de investigación mixta pues se usaron herramientas que
recogen información cualitativa (entrevistas y observaciones) y cuantitativa (encuestas)
dirigidas a los dueños o administradores de bodegas de Lima y Callao, consumidores y
especialistas de marketing.
Los principales hallazgos se enfocan en la falta de tecnología y el escaso apoyo que
reciben los bodegueros, quienes son una pieza fundamental en la economía del Perú y siguen
adelante con sus pequeños negocios a pesar de las dificultades, siendo su sustento familiar.
Se ha podido concluir que, aun cuando el canal moderno sigue creciendo, las bodegas
seguirán siendo las tiendas de barrio preferidas y permanecerán en el tiempo.
Mom and Pop stores (bodegas) in Peru constitute a fundamental piece of the Peruvian household income, as this activity is important for the country ́s development and contributes to the economy of those families that have sought their livelihood in this type of retail business. Bodegas are currently the most important element of traditional trade in Peru and the majority of Peruvian consumption is concentrated among them, mainly due to their proximity to consumers and consumers ́ affinity for bodegueros. However, in Peru studies that delve into the variables that encourage or discourage the purchase and influence effectiveness at this type of point of sale are scarce, and there is a lack of information and studies sufficient to make bodegas work better in our country. The present thesis has developed a study to understand bodegas and their impact on the consumer in order to, based on the analysis of different variables, propose a scheme that allows us to understand their current situation and propose recommendations for improvement or adaptation to new technologies. This research has an exploratory scope and a mixed research approach since tools that collect qualitative information (interviews and observations) and tools that collect quantitative information (surveys) aimed at the owners or managers of bodegas from Lima and Callao, consumers, and marketing specialists. Our main findings are focused on the lack of technology and support received by bodegas ́ owners, who continue with their small businesses despite the difficulties, being their family livelihood. We have been able to conclude that although the modern trade continues to grow in number, bodegas of the traditional trade will remain the preferred neighbourhood stores.
Mom and Pop stores (bodegas) in Peru constitute a fundamental piece of the Peruvian household income, as this activity is important for the country ́s development and contributes to the economy of those families that have sought their livelihood in this type of retail business. Bodegas are currently the most important element of traditional trade in Peru and the majority of Peruvian consumption is concentrated among them, mainly due to their proximity to consumers and consumers ́ affinity for bodegueros. However, in Peru studies that delve into the variables that encourage or discourage the purchase and influence effectiveness at this type of point of sale are scarce, and there is a lack of information and studies sufficient to make bodegas work better in our country. The present thesis has developed a study to understand bodegas and their impact on the consumer in order to, based on the analysis of different variables, propose a scheme that allows us to understand their current situation and propose recommendations for improvement or adaptation to new technologies. This research has an exploratory scope and a mixed research approach since tools that collect qualitative information (interviews and observations) and tools that collect quantitative information (surveys) aimed at the owners or managers of bodegas from Lima and Callao, consumers, and marketing specialists. Our main findings are focused on the lack of technology and support received by bodegas ́ owners, who continue with their small businesses despite the difficulties, being their family livelihood. We have been able to conclude that although the modern trade continues to grow in number, bodegas of the traditional trade will remain the preferred neighbourhood stores.
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Comercio minorista--Perú, Bodegas--Mercadeo--Planificación
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