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Factores del mix de producto y promoción de ventas en relación a la intención de compra en la categoría de whisky y ron en hombres y mujeres de 20 a 26 años de NSE A y B en tiendas de conveniencia pertenecientes a los distritos de la zona 7 de Lima Metropolitana / Factors of the product mix and sales promotion in relation to the purchase intention in the category of whiskey and rum in men and women from 20 to 26 years of NSE A and B in convenience stores belonging to the districts of zone 7 of Metropolitan LimaKong Agüero, Isaac 20 June 2019 (has links)
El objetivo de la presente investigación es determinar la relación entre las variables producto y promoción de ventas en relación con la intención de compra en la categoría de ron y whisky en jóvenes de 20 a 26 años. De esta manera, poder identificar cuáles de ambas variables tiene mayor correlación con la intención de compra. Así también para las dimensiones de estas variables. De esta forma, se pueda comprender las razones por las que el volumen de ventas de ron es superior a la del whisky.
Para el siguiente estudio, se decidió investigar antecedentes y entrevistar a dos expertos en el rubro de destilados y realizar dos focus group; Por ello, la investigación es de alcance correlacional, puesto que se busca describir y relacionar los motivos de la intención de compra en base a las variables y respectivas dimensiones puestas en estudio.
A raíz de lo mencionado, se halló que las variables y dimensiones de mayor relación con la intención de compra para el público objetivo son: La promoción de ventas, el producto, descuento, precio de paquete, envase y etiqueta, seleccionado de manera respectivamente jerárquica.
Por último, a partir de la investigación expuesta, se ha decidido recomendar en trabajar estrategias de marketing y comunicación en base a las dimensiones y variables anteriormente mencionadas, dado que se puede argumentar su afinidad entre la intención de compra con los jóvenes en estudio y su eficacia del caso. / The objective of the following investigation is to determine the relation between the variables product and promotion, and the motivation to purchase, in the rum and whiskey category, with young 20 and 26 year olds. The investigation will attempt to identify which of either variables mentioned has a higher correlation in regards to the motivation to purchase for the target audience. The correlation mentioned will clarify the reasons for the higher sales in rum in comparison to whiskey.
For the following study, there is a detailed analysis in regards to the context and background, two expert interviews in relation to the category and two focus groups. Therefore, the investigation attempts to find correlations to understand the motives and dimensions of the variables product and promotion sales.
The variables and their dimensions that have a higher relation to the motivational purchase for the primary public are mentioned in their respective hierarchy: sales promotion, the product, discounts, packet price, package and label.
Lastly, after completing the research, it is recommended to investigate further in marketing strategies in relation to the dimensions and variables previously mentioned, due to the affinity between the motivation to purchase and the young people studied. / Trabajo de investigación
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El uso de la señalética, como un elemento del visual merchandising, dentro del punto de venta de las tiendas de conveniencia, en relación a la intención de compra en jóvenes de 20 a 35 años de edad que residen en Lima Norte / The use of signage, as an element of visual merchandising, within the point of sale of convenience stores, in relation to the purchase intention in young people between 20 and 35 years of age who reside in North LimaMorales Gamboa, Leslie Vanessa 30 November 2020 (has links)
El presente trabajo se enfoca en “el uso de la señalética, como un elemento del visual merchandising, dentro del punto de venta de las tiendas de conveniencia, en relación a la intención de compra en jóvenes de 20 a 35 años de edad que residen en Lima Norte”. Teniendo como objetivo determinar la relación de los elementos Point of purchase de la señalética: Carteles, Display, Jalavistas, Adhesivos, Pop Up y etiquetas, con la intención de compra. La estructura del trabajo se dividió en: Introducción, Marco Teórico, metodología y conclusiones. La metodología de la investigación es descriptivo correlacional. Se realizaron 2 investigaciones: Cualitativa y cuantitativa. El estudio cualitativo se centró en la realización de 2 entrevistas a expertos en Visual Merchandising en tiendas de conveniencia. También, se realizaron 2 focus group, con participación del target. Para el estudio cuantitativo, se realizaron 180 encuestas, los cuales tenían preguntas filtro para que sólo sean respondidas por el target. Todas estas investigaciones, dieron como resultado que 3 de los elementos de la señalética (carteles, pop up y jalavistas) tienen relación con la intención de compra, siendo el cartel el elemento con mayor relación. Para tener este resultado, se utilizó el programa IBM SPSS. De la misma manera, se concluye que es sumamente importante la implementación de los carteles, pop up y jalavistas, en el punto de venta de estos formatos, con la finalidad de brindar una mejor experiencia de compra a los clientes e influir en su intención de compra, logrando mejorar las ventas. / This paper focuses on “the use of signage, as an element of visual merchandising, within the point of sale of convenience stores, in relation to the purchase intention in young people between 20 and 35 years of age who reside in North Lima”. Aiming to determine the relationship of the Point of purchase elements of the signage: Posters, Display, Jalavistas, Stickers, Pop Up and labels, with the purchase intention. The structure of the work was divided into: Introduction, Theoretical Framework, methodology and conclusions. The research methodology is descriptive correlational. 2 investigations were carried out: qualitative and quantitative. The qualitative study focused on conducting 2 interviews with experts in Visual Merchandising in convenience stores. Also, 2 focus groups were held, with the participation of the target. For the quantitative study, 180 surveys were carried out, which had filter questions so that they are only answered by the target. All these investigations resulted in that 3 of the signage elements (posters, pop up and jalavistas) are related to the purchase intention, with the poster being the element with the greatest relationship. To achieve this result, the IBM SPSS program was used. In the same way, it is concluded that it is extremely important to implement posters, pop up and jalavistas, at the point of sale of these formats, in order to provide a better shopping experience to customers and influence their intention to purchase. purchase, managing to improve sales. / Trabajo de investigación
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El e-commerce en el proceso de internacionalización de las tiendas por conveniencia del sector retail en Lima Metropolitana en los años 2017-2019 / E-commerce in the process of internationalization of convenience stores in the retail sector in Metropolitan Lima in the years 2017-2019Pinares Loayza, Gerdy Alexia, Vásquez Samame, José Luis 20 February 2021 (has links)
En presencia de la evolución constante y los cambios de las tendencias del mercado, es necesario buscar formas de adaptarse a las necesidades de los clientes, siendo el comercio electrónico una forma de revolucionar el sector retail, el cual se considera relativamente estable, a pesar de los momentos difíciles que ha experimentado el país. El sector minorista no escapa a la realidad de que el mercado se considera altamente volátil, por lo que el interés en torno a este estudio se centra en profundizar en el conocimiento de la intervención del comercio electrónico en el proceso de internacionalización. El objetivo principal de la investigación fue conocer y comprender cómo interviene el e-commerce en el proceso de internacionalización de las tiendas por conveniencia del sector retail en Lima Metropolitana en los años 2017-2019. Desde el punto de vista metodológico, se tuvo un enfoque cualitativo, fue de tipo exploratoria y se utilizó la entrevista semi-estructurada como instrumento de recolección de datos, cuya muestra fueron seis expertos en el área del e-commerce y la gerencia de dos cadenas de tienda de conveniencia importantes como lo son Oxxo y Repsol Sprint. Dentro de sus resultados se encontró que el e-commerce, aunque no es necesario para el proceso de internacionalización, sí puede representar un ingreso extra o incluso un factor de éxito para empresas que inician actividades en un país nuevo. / In the presence of constant evolution and changes in market trends, it is necessary to seek ways to adapt to customer needs, with e-commerce being a way to revolutionize the retail sector, which is considered relatively stable, despite the difficult times the country has experienced. The retail sector does not escape the reality that the market is considered highly volatile, so the interest around this study focuses on deepening the knowledge of the intervention of electronic commerce in the internationalization process. The main objective of the research was to know and understand how e-commerce intervenes in the internationalization process of convenience stores in the retail sector in Metropolitan Lima in the years 2017-2019. From the methodological point of view, it had a qualitative approach, it was exploratory and it used the semi-structured interview as a data collection instrument, whose sample was six experts in the area of e-commerce and the management of two important chains such as Oxxo and Repsol Sprint. Among its results, it was found that e-commerce, although not necessary for the internationalization process, can represent an extra income or even a success factor for companies that start activities in a new country. / Tesis
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La relación de proximity, trust y loyalty en tiendas de convenienciaGregori Canales, Diego Alfonso, Requejo Villacorta, Melissa 03 March 2021 (has links)
Este estudio tiene como principal objetivo examinar la relación entre la proximidad, la confianza y lealtad de los clientes hacia las tiendas de conveniencia. Según lo investigado, se pudo evidenciar un efecto positivo con las dimensiones de proximidad como access, functional, relational y social, tanto en la confianza como en la lealtad del cliente. Estas relaciones se probarán mediante un cuestionario y serán medidas por medio de la escala de Likert de 1-5 puntos. Por último, para el análisis de los resultados se utilizará la técnica de ecuaciones estructurales (SEM) basado en la variancia (PLS). / The main objective of this study is to examine the relationship between proximity, trust and customer loyalty towards convenience stores. As investigated, a positive effect could be evidenced with the proximity dimensions such as access, functional, relational and social, both in trust and customer loyalty. These relationships will be tested by means of a questionnaire and will be measured using the 1-5 point Likert scale. Finally, for the analysis of the results, the technique of structural equations (SEM) based on variance (PLS) will be used. / Trabajo de investigación
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[pt] ATRIBUTOS RELEVANTES NA ESCOLHA DE UMA LOJA DE VAREJO DE CONVENIÊNCIA FORA DOS POSTOS DE COMBUSTÍVEIS / [en] RELEVANT ATTIBUTES WHEN CHOOSING A CONVENIENCE RETAIL STORE STAND ALONEMARCELO TAVARES MENESES 06 July 2021 (has links)
[pt] Inúmeras mudanças no comportamento da sociedade levaram o consumidor a querer mais rapidez e conveniência em seu cotidiano. Principalmente nos grandes centros, é latente a necessidade de conciliar a tarefa de reposição dos alimentos e itens de necessidades do consumidor com as atividades do trabalho, estudo, momentos com família e lazer. Em função dessas mudanças, o varejo de conveniência é um formato que passa por transformações no Brasil, tendo como destaque as grandes redes do varejo alimentício e as distribuidoras de combustíveis representadas por suas marcas de conveniência. Neste contexto, a presente dissertação tem como objetivo identificar quais são os atributos considerados mais relevantes na escolha de uma loja de conveniência fora dos postos de combustíveis, segundo a visão dos consumidores e mensurar o grau de importância relativa atribuído a cada um deles. A condução da pesquisa ocorreu em duas etapas: uma primeira com caráter exploratório, em que foram entrevistados 17 consumidores e 6 gestores da área de conveniência, aspirando à identificação dos atributos relevantes no mercado de varejo de conveniência e seus níveis distintos; e uma segunda etapa quantitativa por meio da metodologia de análise conjunta para definir qual o grau de utilidade atribuído a cada um deles. Identificou-se como os principais atributos para escolha de uma loja de varejo de conveniência: mix de produtos, agilidade no atendimento, ambiente físico e localização. / [en] Numerous changes in society s behavior have led consumers to want more speed and convenience in their daily lives. Especially in large centers, there is a latent need to reconcile the task of replacing food and items of consumer needs with the activities of work, study, moments with family and leisure. As a result of these changes, convenience retail is a format that is undergoing transformations in Brazil, highlighting the large food retail chains and fuel distributors represented by their convenience brands. In this context, this dissertation aims to identify which attributes are considered most relevant when choosing a convenience store outside gas stations, according to the view of consumers; and measure the degree of relative importance attributed to each of them. The research was conducted in two stages: the first with an exploratory character, in which 17 consumers and 6 managers in the convenience area were interviewed, aiming to identify the relevant attributes in the convenience retail market and their different levels; and a second quantitative stage using the conjunct analysis methodology to define the degree of utility attributed to each of them. It was identified as the main attributes for choosing a convenience retail store: product mix, agility in service, physical environment and location.
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有效日期制度下食物價值的兩難與反思 / To Reflect on the Dilemma of Edible Food under The System of Expiration Date黃聖偉, Huang, Sheng Wei Unknown Date (has links)
日常在消費與飲食之前,檢視有效日期成為一種習慣性的社會行為,習以為常但並非理所當然,乃至於矛盾。基於此,本研究好奇有效日期這項制度於社會的現況為何?如何被實踐?試以眾人熟悉且店家數分布最密集的連鎖加盟便利商店—「7-Eleven統一超商」為代表性研究場域,其門市職員為面訪對象來源。研究發現到有效日期的實施與「食物浪費」之間的強烈關聯性,換言之,以「食物安全」為目的的有效日期,與「食物浪費」產生的對立、衝突,成為不可被忽略的事實。現代社會中,一方面面對著不時被討論、關懷的糧食危機議題,食物浪費的嚴重化成為最大的諷刺;另一方面食品危機層出不窮、屢見不鮮,對於食物安全的重視度成了最沉重的難題。
本研究試圖釐清「在有效日期制度存在之下,對於食物究竟可食與否,產生的兩難困境」:若不依據有效日期而食,「食物安全」令人堪憂疑慮;反之,「食物浪費」成了不得不的後果。本研究依序從制度、理性、價值面向來對此困境進行歸納與分析,最終歸結為下列五點:一、近年來,頻繁的食安風暴造成食物安全的要求加重,而易將仍可食用的食物拋棄;二、有效日期的氾濫使用致使消費者僅在意食物「過期與否」而非「可食與否」;三、越謹守有效日期所帶來的新鮮品質與安全保障,越能為業者製造更多正面名聲與商業價值;四、個人原本對於食物應負起的責任,因有效日期而轉移到整體社會來承擔,使得人們對於「食物浪費」顯得無感與忽視;五、買賣雙方對有效日期的意義認知有一定差異,前者視為「預期性安全」,後者作為「必然性浪費」。
時至今日,有效日期這項制度在社會建構下的結果,改變了社會與食物之間的關係,冀望此研究作為現代社會的反思基礎,並共同致力於未來出路。 / Checking for the expiry date before buying or eating anything, has to be one of the habitual behaviors in our daily life. This act seems usual, but actually is not necessary at all and is even a contradiction. Based on this reasoning, this research is about how the system of expiration date is being used nowadays and how it is being implemented. Through participant observation and in-depth interviews, collecting view points and experience from staff members in 7-ELEVEN President Chain Store, which is known for the most branches of convenience retailer in Taiwan. The research found that there is a robust relation between the implementation of expiration date and serious “food waste”. It means that the system of expiration date, which is for the purpose of ensuring “food safety”, will also come about vast amounts of “food waste”. Comparing with the global food crisis, “food waste” is not only a great irony but also conflicts with the maintenance of “food safety”.
In view of this, the objective of this research lies in clarifying that food is edible or not will be a dilemmatic situation under the system of expiration date. If people don’t follow the expiration date it compromises “food safety”, otherwise “food waste” will be the consequence without choice. Whereas this dilemma, the research is going to integrate and analyze it sequentially via three dimensions, including system, rationality, and value. There are five following conclusions: (1) Recently, the frequent food safety issues raise the demand of safety, so it’s easier to abandon edible food. (2) Overusing the expiration date makes the consumer only focus on if food is “overdue or not” but not “edible or not”. (3) For businessmen, adhering to the expiration date more results in having more positive prestige and benefits. (4) Because of the expiration date, the responsibility of food for the individual shifts onto the whole society. (5) The understanding of expiration date between buyer and seller are different. The former views it as “Precautionary safety”, while the latter is to regard it as “Inevitable Waste”. Hopefully this research will provide reference for reflecting on the relation between society and food, and aid in finding a solution in the future.
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Estudio sobre los factores que influyen en la decisión de compra de los clientes de tiendas de conveniencia del distrito de Santiago de Surco antes y durante el periodo de inmovilización social del año 2020 / Study on the factors that influence the purchase decision of customers of convenience stores in the Santiago de Surco district before and during the period of social immobilization in 2020Elgegren Gonzales, Jorge Alberto, Ruíz Castro, Anthony Andrés 22 November 2020 (has links)
En los últimos años, las tiendas por conveniencia han tenido un gran crecimiento en la mayoría de los distritos de Lima y dentro de algunas provincias del Perú. Estas han venido posicionándose y ganando una gran parte del mercado peruano. Los centros comerciales y las bodegas tradicionales se han visto afectados por este nuevo tipo de tiendas.
El presente estudio tiene por finalidad identificar los principales factores que influyen en la decisión de compra de los clientes de las tiendas por conveniencia en el distrito de Santiago de Surco antes y durante el periodo de inmovilización social del año 2020 empleando el modelo de la Teoría del Comportamiento Planificado (TPB).
El documento consta de 4 capítulos:
Capítulo 1: se encuentra la introducción.
Capítulo 2: se detalla el marco teórico donde están los antecedentes, el estado de la cuestión, los puntos caves de este proyecto y algunos conceptos generales que aportan a la investigación.
Capítulo 3: indica el plan de investigación, el cual se refiere al problema principal, las hipótesis y los objetivos planteados para el desarrollo de este trabajo de investigación.
Capítulo 4: se explica la metodología del trabajo, las variables, la cobertura de estudio, encuestas y el tamaño de muestra para esta investigación.
Capítulo 5: se realiza el desarrollo numérico mediante gráficos y tablas de los softwares correspondientes que comprueban las hipótesis y objetivos de la investigación.
Capitulo 6: se encuentran las conclusiones y recomendaciones que arrojan los resultados del presente proyecto. / In recent years, convenience stores have had great growth in most of Lima's districts and many states of Peru. These have been positioning themselves and gaining a large part of the Peruvian market. Shopping malls and traditional wineries have been affected by this new type of store.
The purpose of this study is to identify the main factors influencing the purchase decision of convenience store customers in the Santiago de Surco district before and during the period of social immobilization in 2020 using the Theory of Planned Behavior (TPB).
The document consists of 4 chapters:
Chapter 1: Introduction.
Chapter 2: Theoretical framework where the background, the state of the question, the key points of this project and some general concepts that contribute to the research are detailed.
Chapter 3: Indicates the research plan, which refers to the main problem, the hypotheses and the objectives set for the development of this research work.
Chapter 4: Methodology, variables, study coverage, surveys, and sample size for this research are explained.
Chapter 5: Numerical development is carried out by means of graphs and tables of the corresponding software that verify the hypotheses and objectives of the investigation.
Chapter 6: Conclusions and recommendations of the results of this project are found. / Tesis
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Tiempo de espera, atributos de tienda y calidad del servicio que determinan la satisfacción del cliente de la generación Millennial en las tiendas de conveniencia de distritos seleccionados de Lima Metropolitana / Waiting time, store attributes and service quality that determine the satisfaction of the Millennial generation customer in the convenience stores of selected districts of Metropolitan LimaAngeles Ramos, Jackeline Liliana, Santana Cardenas, Silvia Vicenta 19 April 2021 (has links)
Las empresas se enfrentan a más competidores y tienen la necesidad de diferenciarse y no solo adaptarse para obtener la preferencia del público. Es así que los formatos de tiendas de conveniencia brindan una inmediatez y cercanía para la compra. Estas empresas deben dirigir esfuerzos a generar satisfacción en el cliente sobre todo de la generación Millennial que tienen necesidades particulares. Por ello, la investigación realizada busca determinar el efecto del tiempo de espera, atributos de tienda y calidad del servicio en la satisfacción del cliente de la generación Millennial. El enfoque utilizado fue de tipo cuantitativo, de alcance correlacional - causal, y de corte transversal y la herramienta utilizada fue la encuesta, se realizaron 464 cuestionarios. Entre los principales hallazgos están que Tambo fue la tienda más visitada por los clientes encuestados. Además, se concluye que el tiempo de espera, los atributos de tienda y la calidad de servicio sí afectan en la satisfacción del cliente con un 95% de confianza. Del mismo modo, se puede observar que la calidad de servicio es el factor más relevante y que el precio tiene un coeficiente negativo en la satisfacción del cliente, lo que se explica de manera positiva, ya que a menor precio mayor es la satisfacción del cliente. Por último, se afirma que los clientes tienen predisposición a esperar en cola, pero que al momento de elegir la opción de compra optarán por el establecimiento que les genere un menor tiempo de espera. / Companies face more competitors and have the need to differentiate themselves and not just adapt to obtain the preference of the public. Thus, the formats of convenience stores provide immediacy and closeness to the purchase. These companies must direct efforts to generate customer satisfaction, especially for the Millennial generation who have particular needs. For this reason, the research carried out seeks to determine the effect of waiting time, store attributes and service quality on customer satisfaction of the Millennial generation. The approach used was quantitative, correlational-causal, and cross-sectional and the tool used was the survey, 464 questionnaires were performed. Among the main findings are that Tambo was the most visited store by the surveyed customers. In addition, it is concluded that waiting time, store attributes and quality of service do affect customer satisfaction with 95% confidence. In the same way, it can be observed that the quality of service is the most relevant factor and that the price has a negative coefficient on customer satisfaction, which is explained in a positive way, since the lower the price, the higher the customer satisfaction. Finally, it is stated that customers have a predisposition to wait in line, but that when choosing the purchase option, they will opt for the establishment that generates the least waiting time. / Tesis
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[en] CONVENIENCE STORES ORDERS PICKING: A CASE STUDY / [pt] PICKING DE PEDIDOS DE LOJAS DE CONVENIÊNCIA: UM ESTUDO DE CASOANDRE REBIBOUT VIANA DE AZEVEDO 14 December 2020 (has links)
[pt] Devido ao ambiente competitivo entre as empresas, as exigências por redução de custo e maior entrega de valor ao cliente são crescentes. Desta forma, o gerenciamento efetivo da cadeia de suprimentos é cada vez mais necessário. Um componente essencial desta cadeia é o estoque, que possui dentre outras funcionalidades o papel de concretizar o atendimento da demanda do cliente final. Para tal, faz-se presente ao longo da cadeia de suprimento do cliente, edificações destinadas ao posicionamento e manuseio de estoques denominadas armazéns ou centros de distribuição. Estas instalações possuem atividade dinâmica, destacando-se a operação de picking, que corresponde por 50 porcento a 75 porcento dos custos de operação do armazém. O picking é o processo de coletar de seus locais de armazenagem os itens necessários para o atendimento dos pedidos dos clientes. Esta operação tem sido bastante impactada pelas recentes tendências do varejo devido à demanda cada vez mais complexa, maior variedade de itens e menor frequência de reposição. Um exemplo deste modelo, pouco explorado pela literatura, é o suprimento de lojas de conveniência. A partir desta carência de estudos, este trabalho pretende desenvolver um guia de avaliação de armazéns voltados ao suprimento de lojas de conveniência. Para tal, foi elaborada uma revisão de escopo da operação de picking e um estudo de caso contemplando três armazéns de duas empresas brasileiras com o intuito de demonstrar suas principais similaridades e diferenças. / [en] Due to the competitive environment among companies, the demands for cost reduction and greater added value for the customer are increasing. Therefore, effective supply chain management is extremely necessary. An essential component of this chain is the inventory, which has, among other features, the role of fulfilling the demand to the final customer. In order to support this, buildings are designed for positioning and handling inventories; they re called warehouses or distribution centers and are present throughout the customer supply chain. These facilities have dynamic activity, especially the picking operation, which corresponds for 50 percent to 75 percent of the warehouse s operating costs. Picking is the process of collecting the items needed to fulfill customer orders from their storage locations. This operation has been greatly impacted by recent retail trends due to increasingly complex demand, a greater variety of items and less frequency of replacement. An example of this model, little explored in the literature, is the supply of convenience stores. Based on this lack of studies, this work intends to develop a guide for evaluating warehouses aimed at supplying convenience stores. To this end, a scope review of the picking operation and a case study covering three warehouses of two Brazilian companies were prepared in order to demonstrate their main similarities and differences.
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