Categorización de los Establecimientos Según los Valores Agregados Percibidos por el Consumidor en Niveles Socioeconómicos 3 y 4 en Bogotá, Colombia

This article is the result of a research, whose main objective was to identify the category of retail distribution channels, according to the added values perceived by consumers of socioeconomic levels 3 and 4 of Suba District in Bogota. It was carried an exploratory qualitative investigation out, with the application of non-probabilistic snowball sampling and data collection instruments through semi-structured interviews and focus groups, which allowed the identification of ​​perceived values by consumers in front of products and services offered by the establishments. The results indicated that values ​​such as quality, location, promotion, offer and service, represent greater importance than the knowledge of the kind of retail establishment visited, so that consumers do not identify a classification of intermediaries and, on the contrary, they consider the mentioned values.

• Autores: Riveros Polania, Gustavo; Pedraza, Camilo; Barrero, Yessica; Aguilar, Ana María
• Tipo de recurso: Article of journal
• Fecha de publicación: 2019
• Institución: Universidad de los Llanos
• Repositorio: Repositorio Digital Universidad de los LLanos
• Idioma: spa
• OAI Identifier: oai:repositorio.unillanos.edu.co:001/1693
• Acceso en línea: https://repositorio.unillanos.edu.co/handle/001/1693
• Palabra clave: CANALES DE DISTRIBUCION; VALORES PERCIBIDOS; CATEGORIZACION DE ESTABLECIMIENTOS; CONSUMO; Revista GEON; Gestión
• Rights: closedAccess
• License: Universidad de los Llanos, 2020