TIENDAS BARRIALES FRENTE A LOS SUPERMERCADOS EN GUAYAQUIL, EVOLUCIÓN O SUPERVIVENCIA.

Abstract

The present work focused on the development of a comparative study of the evolution and survival of the neighborhood shops with regard to supermarket chains that operate in the city of Guayaquil. In this context, considering that the neighborhood shops are one of the channels of marketing of mass consumption products most important to the retail level; it was necessary to analyze the intrinsic marketing strategies that has enabled them to adapt and survive in the market. Therefore, we conducted a descriptive research, considering how population to citizens and neighborhood shops; for which applied as techniques of data collection the survey and observation. In this case, the results of the investigation show that the main strategies implemented by the shops, retail, payment terms, the improvement in the image and infrastructure. In addition it was identified that consumers choose to use both channels of distribution, taking daily visits to the neighborhood shops, where they carry out their impulse buying with a minimum expenditure, while in the supermarkets shopping 1 scheduled once every 15 days; so that you can determine that both channels of marketing are complementary.