Esta Tesis centra la atención en la aplicación que los SIG pueden tener en diferentes campos de la economía como las empresas minoristas o los centros tecnológicos intensivos en conocimiento. Los SIG pueden definirse como el conjunto de herramientas para recoger, almacenar, transformar y mostrar los datos espaciales para un conjunto particular de propósitos (Burrough, 1988). Por su parte, Barredo (1996) precisa que los SIG son sistemas digitales que, a través de un conjunto de herramientas de hardware y de software, permiten el análisis y manipulación de datos geográficos proporcionando una modelación de la realidad. Por una parte, en el sector minorista, la apertura de un nuevo local es un factor crítico ya que comporta una serie de riesgos monetarios y de imagen muy elevados para la empresa. Por ello, resulta clave realizar un correcto análisis de la localización para las nuevas aperturas (Hernández & Bennison, 2000). El uso de los SIG ha facilitado la comprensión de la información geográfica para los gerentes que carecen de conocimientos técnicos, ayudándoles, por tanto, a tomar decisiones difíciles y de gran envergadura (Ozimec et al., 2010). Además, los SIG son capaces de gestionar la información cartográfica con datos alfanuméricos. Por ello, los SIG se están convirtiendo en una herramienta indispensable para la toma de decisiones sobre la localización de establecimientos (Mendes & Themido, 2004). Por otra parte, los centros tecnológicos, cuando se conciben como proveedores de servicios avanzados para permitir la innovación (COTEC, 2003), también pueden ser considerados ¿minoristas¿ cuyo producto son los servicios intensivos en conocimiento o knowledge intensive business services (KIS). Por lo tanto, el concepto de trade areas también se puede aplicar a los centros tecnológicos en cuanto a su ubicación y el diseño de sus estrategias, entre otros aspectos. Así, diferentes autores destacan la importancia de la proximidad geográfica de los centros de tecnología para que puedan ofrecer un servicio eficaz y apoyar a las empresas (Barrio & García-Quevedo, 2005; Tödtling & Kaufmann, 2001). Por ello, en la investigación que se llevará a cabo en esta Tesis, también se aplicarán técnicas GIS a los centros tecnológicos, en un intento de mejorar el conocimiento sobre los determinantes de la distribución espacial entre las empresas asociadas a un centro tecnológico. / Roig Tierno, H. (2013). Análisis de áreas comerciales mediante técnicas SIG: Aplicación a la distribución comercial y centros tecnológicos [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/32832

This research study aims to obtain a holistic view of the area of store atmospherics, which forms part of the retail industry. A consumer-centred response approach was followed. Store atmospherics and its influence on consumers’ buying behaviour has received very little attention in the literature to date. Consumers’ views on in-store atmospheric elements and the influence of these elements on their buying behaviour were obtained. The primary research aim that was derived from the preliminary literature was therefore to explore the influence of store atmospherics on consumers’ buying behaviour in apparel retail stores in the Tshwane region. The type of research design used in this study was exploratory, making use of a qualitative approach and a communicative technique of interviews. The selected method was focus group interviews and naïve sketches. The data gathered was analysed by means of Tesch’s inductive descriptive coding technique, better known as thematic analysis. It was found that atmospheric elements have the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers will spend in-store and ultimately influences their buying decisions and behaviour either positively or negatively. This had a direct influence on the amount of time that consumers will spend instore and ultimately influences their buying decisions and behaviours either positively or negatively, meaning that the consumers’ will display either an approach- or avoidance behaviour. / Business Management / M. Com. (Business Management)

Retail stores rely on consumers to maintain their businesses and growth. Much of their success depends on the safety and security of consumers. The more people come and buy the products, the more profitable the stores become. If the safety and security of consumers (or their perceptions thereof) at a shopping centre where a retail store is sited is in question, consumers may well stop frequenting such centres and do their shopping at other retail centres at which they perceive to be more safe and secure to do their shopping. Consumers’ ‘peace-of-mind’ plays a vital role in their selection of which retail store(s) to frequent and will often determine whether a repeat visit will occur. The extent of incidents of crime of whatever nature at a particular shopping centre will also impact negatively on shoppers’ perceptions of ‘how safe it is to shop’ at particular centres. Security measures differ from one retail store to another and also between the size and layout, as well as the location of the retail store. The rate at which criminal offences take place at retail stores is currently vague or unknown. Therefore, it is vital that specific risks confronting these retail stores should be identified and analysed with the intention of recommending specific security measures. Business crime and violence present significant threats to consumers’ safety and security in South Africa. High levels of business associated crimes have compelled communities and business bodies such as retail stores to provide their own security for the protection of their assets, as well as consumers. Effective security measures are a prerequisite at retail stores to ensure the safety and security of consumers whilst visiting retail stores. Precaution ought to be taken when dealing with any crime problem that affects consumers at any business environment, in this study more precisely: retail stores. The study explored the existing security measures at retail stores for the protection of consumers. The researcher employed qualitative methods: one-on-one interviews with participants and site observations at selected retail stores. There were 30 participants (20 consumers and 10 security officers). The study found the following:  Retail stores were exposed to security risks such as theft; shoplifting; common robbery; armed robbery; fraud; arson and assaults (grievous bodily harm) and burglary.  The security measures that are currently in place are not adequate to protect retail stores. These security measures differ from one retail store to the next.  In order to improve safety and security at retail stores there should be a security standard that is applicable to the retail stores. Based on the findings, some of the recommendations were as follows:  Retail stores should be protected in line with the level of risk of the area where the retail store is situated: low risk; medium risk; and high risk.  Security managers should conduct security awareness regularly.  Threat assessments should be conducted regularly as well.  Consumers are encouraged to report to the Security manager at the retail store any suspicious actions; persons; objects; and vehicles. / Criminology and Security Science / M. Tech. (Security Management)

Communication is an essential element of any retail business as it is a means of informing the customer about the retailer and the products and services that they offer. The internet and the rapid advancements in technology have provided retailers with various methods of communicating with the customer such as real-time marketing. Real-time marketing, which allows retailers to interact with customers through various means in real time, has already been widely used in businesses around the world. Although many South African businesses are starting to adapt real-time marketing as a marketing tool in their businesses, the perception of consumers regarding real-time marketing has not been investigated in South Africa. The primary purpose of this study was therefore to determine consumers perceptions of real-time marketing used as a marketing tool by retailers in Gauteng, South Africa. A broad and in-depth literature review was conducted on the advent of real-time marketing as a marketing tool and the various tools used by retailers to execute real-time marketing campaigns of retailers. An empirical study was conducted, in which data was collected from consumers of retail stores in the Gauteng province of South Africa by means of a web-based (computer-assisted), self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of the study. The results of this research study indicated that consumers perceived real-time marketing campaigns as clutter. Customers only considered the real-time marketing campaigns that consisted of immediate discounts and that were personalised for the individual customer as valuable to them. / Business Management / M. Com. (Business Management)

This research study aims to obtain a holistic view of the area of store atmospherics, which forms part of the retail industry. A consumer-centred response approach was followed. Store atmospherics and its influence on consumers’ buying behaviour has received very little attention in the literature to date. Consumers’ views on in-store atmospheric elements and the influence of these elements on their buying behaviour were obtained. The primary research aim that was derived from the preliminary literature was therefore to explore the influence of store atmospherics on consumers’ buying behaviour in apparel retail stores in the Tshwane region. The type of research design used in this study was exploratory, making use of a qualitative approach and a communicative technique of interviews. The selected method was focus group interviews and naïve sketches. The data gathered was analysed by means of Tesch’s inductive descriptive coding technique, better known as thematic analysis. It was found that atmospheric elements have the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers will spend in-store and ultimately influences their buying decisions and behaviour either positively or negatively. This had a direct influence on the amount of time that consumers will spend instore and ultimately influences their buying decisions and behaviours either positively or negatively, meaning that the consumers’ will display either an approach- or avoidance behaviour. / Business Management / M. Com. (Business Management)

The primary purpose of this study was to determine consumers’ perceptions of loyalty programmes offered by cosmetic retailers in Durban and on the KwaZulu-Natal North Coast, South Africa. A broad and in-depth literature review of loyalty programmes as tools for retaining consumers, as well as the different types of loyalty programmes currently available in South Africa, was conducted. An empirical study was conducted by using an interviewer-administered questionnaire to collect data from consumers who were members of cosmetic retailers’ loyalty programmes. A quantitative approach was followed in order to satisfy the research objectives of the study. Loyalty programmes are an integral part of many retail businesses as they allow retailers to reward returning consumers with (amongst others) discounts or special promotional offers when the loyalty programme is used at the point of sale. The rapid advancements in technology has also enabled retailers to maintain databases containing valuable information on consumers’ spending patterns, which informs retailers about products consumers prefer buying. Retailers all over the world have been using loyalty programmes to retain existing consumers by rewarding loyalty and win over new consumers. Although many South African retailers have introduced loyalty programmes into their businesses, consumers’ perceptions of loyalty programmes offered by cosmetic retailers have not been investigated here. The results of this research study indicate that consumers perceived loyalty programmes as easy to use at the point of sale when making purchases. Consumers also felt that loyalty programmes helped them to save money through the redemption of vouchers or points. Overall, consumers were satisfied as members of cosmetic retailers’ loyalty programmes. / Business Management / M. Com. (Business Management)