Correo Electrónico
DNINFOA - SIA
Bibliotecas
Convocatorias
Identidad U.N.
Publicado
Atributos diferenciadores entre el comercio minorista tradicional y el moderno
Differentiating attributes between traditional and modern retail
Atributos diferenciadores entre o comercio varejista tradicional e o moderno
DOI:
https://doi.org/10.15446/innovar.v32n83.99890Palabras clave:
atributos de la atmósfera, atributos diferenciadores, comercio minorista, mercados modernos, mercados tradicionales (es)Differentiating attributes, atmosphere attributes, retail, modern markets, traditional markets (en)
atributos da atmosfera, atributos diferenciadores, comércio varejista, mercados modernos , mercados tradicionais (pt)
La presente investigación se enfoca en identificar las diferencias entre el comercio tradicional (mercados de abastos) y el comercio moderno (supermercados), en un contexto en el cual el mercado tradicional representa alrededor del 80% de la venta de alimentos no procesados. Estas diferencias contribuyen a frenar la expansión del comercio moderno en algunas megaciudades. El método tomó como fuente una encuesta realizada por la Organización de Agricultura y Alimentos de las Naciones Unidas (fao) en el 2017 a amas de casa de Lima metropolitana, aplicando un muestreo probabilístico. Se evaluaron estadísticamente tanto los atributos del grupo de amas de casa que refirieron comprar en un mercado de abastos como los de las amas de casa que prefirieron un supermercado. Los resultados muestran cómo el trato personal y las posibilidades de regatear son los atributos diferenciadores en el grupo de amas de casa que prefieren el canal tradicional frente al moderno, y que aquellas que prefieren el comercio moderno lo hacen por darle mayor importancia a los atributos de seguridad, limpieza y estacionamiento de vehículos. Finalmente, se concluye que los atributos diferenciadores están asociados a la atmósfera, por lo que precio, variedad, conveniencia e, incluso, el hecho de ser un alimento fresco son atributos relevantes para la decisión, pero no son atributos diferenciadores.
This research was aimed at identifying the differences between traditional (traditional markets) and modern trade (supermarkets) in a context where traditional markets represent around 80% of the total sales of unprocessed food. Said differences contribute to limit the expansion of modern trade in some megacities. The method employed was based on a survey conducted by the Food and Agriculture Organization of the United Nations (fao) in 2017 to housewives from Lima Metropolitan Area and the use of probabilistic sampling. The attributes that discriminate the group of participants who preferred buying in a traditional market from those who chose a supermarket were evaluated statistically. Results show how personal interactions and the possibilities for bargaining are the differentiating attributes in the group of housewives who prefer the traditional channel. Findings also show that those who are fond of the modern channel allocate greater importance to the attributes of security, hygiene and the offer of parking spots. Finally, we conclude that the differentiating attributes are related to the atmosphere of the location. Hence, price, variety, convenience, and even food freshness are relevant attributes for the purchasing decision, although they cannot be deemed as differentiating attributes.
A presente pesquisa está centralizada em identificar as diferenças entre o comércio tradicional (mercado atacadista) e o comércio moderno (supermercados), num contexto no qual o mercado tradicional representa ao redor de 80% da venda de alimentos não processados. Essas diferenças contribuem para deter a expansão do comércio moderno em algumas megacidades. O método utilizou como fonte uma pesquisa realizada pela Organização das Nações Unidas para a Alimentação e a Agricultura em 2017, com donas de casa de Lima metropolitana (Peru), aplicando uma amostragem probabilística. Foram avaliados estatisticamente tanto os atributos do grupo de donas de casa, que referiram comprar num mercado atacadista, quanto os das donas de casa que preferiram um supermercado. Os resultados mostram como o tratamento pessoal e as possibilidades de pedir desconto são características diferenciadoras no grupo de donas de casa que preferem o canal tradicional ao moderno, e que aquelas que preferem o comércio moderno fazem isso por dar mais importância aos fatores de segurança, limpeza e estacionamento de veículos. Finalmente, conclui-se que os atributos diferenciadores estão associados à atmosfera; portanto, preço, variedade, conveniência e, inclusive, o fato de ser um alimento fresco são atributos relevantes para a decisão, mas não diferenciadores.
Referencias
Abdul Karim, J., Kumar, M., & Abd Rahman, S. (2013). Measuring shopping values of Malaysian retail consumers. Asia Pacific Journal of Marketing and Logistics, 25 (2), 200-224. https://doi.org/10.1108/13555851311314022 DOI: https://doi.org/10.1108/13555851311314022
Álvarez, J. (2016). Perfil del ama de casa 2016. Ipsos. https://www.ipsos.com/es-pe/perfil-del-ama-de-casa-2016
Amin, S., & Mahasan, S. S. (2019). Difference between consumer preferences to choose between the traditional retailing and modern retailing. Journal of Business and Retail Management Research, 14(1), 63-70. https://doi.org/10.24052/JBRMR/V14IS01/ART-06 DOI: https://doi.org/10.24052/JBRMR/V14IS01/ART-06
Anku, E. K., & Ahorbo, G. K. (2017). Conflict between supermarkets and wet-markets in Ghana: Early warning signals and preventive policy recommendations. International Journal of Business and Social Research, 7(10), 1-17. http://doi.org/10.18533/ijbsr.v7i9.1049 DOI: https://doi.org/10.18533/ijbsr.v7i9.1049
Anuradha, A., & Viswanathan, V. (2016). Store attribute(s) preference of customers towards organized food and grocery retail outlets. A gap analysis. International Journal of Business Excellence, 10(1), 120-138. https://doi.org/10.1504/IJBEX.2016.077623 DOI: https://doi.org/10.1504/IJBEX.2016.077623
Bai, J., Wahl, T. I., & McCluskey, J. J. (2008). Consumer choice of retail food store formats in Qingdao, China. Journal of International Food & Agribusiness Marketing, 20(2), 89-109. https://doi.org/10.1080/08974430802186217 DOI: https://doi.org/10.1080/08974430802186217
Ballantine, P. W., Parsons, A., & Comeskey, K. (2015). A conceptual model of the holistic effects of atmospheric cues in fashion retailing. International Journal of Retail & Distribution Management, 43(6), 503-517. https://doi.org/10.1108/IJRDM-02-2014-0015 DOI: https://doi.org/10.1108/IJRDM-02-2014-0015
Blare, T., Donovan, J., & del Pozo, C. (2019). Estimates of the willingness to pay for locally grown tree fruits in Cusco, Peru. Renewable Agriculture and Food Systems, 34(1), 50-61. https://doi.org/10.1017/S1742170517000333 DOI: https://doi.org/10.1017/S1742170517000333
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884-913. https://doi.org/10.1108/JOSM-06-2016-0142 DOI: https://doi.org/10.1108/JOSM-06-2016-0142
Cea, M. A. (2016). Análisis discriminante. Centro de Investigaciones Sociológicas.
Chamhuri, N., Kusumawaty, Y., & Batt, P. J. (2015). Consumers' purchasing behavior for fresh meat from modern retail stores and traditional markets in Malaysia and Indonesia. En B. Rishi (Ed.), Islamic perspectives on marketing and consumer behavior: Planning, implementation, and control (pp. 72-102). IGI Global. https://doi.org/10.4018/978-1-4666-8139-2 DOI: https://doi.org/10.4018/978-1-4666-8139-2.ch004
Davis, L., & Hodges, N. (2012). Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format. Journal of Retailing and Consumer Services, 19(2), 229-239. https://doi.org/10.1016/j.jretconser.2012.01.004 DOI: https://doi.org/10.1016/j.jretconser.2012.01.004
Desai, D., & Phadtare, M. (2017). Attributes influencing retail store choice decision of shoppers: A case of Pune City. Vision: The Journal of Business Perspective, 21(4), 436-448. https://doi.org/10.1177/0972262917733194 DOI: https://doi.org/10.1177/0972262917733194
Dholakia, R. R., Dholakia, N., & Chattopadhyay, A. (2018). Indigenous marketing practices and theories in emerging economies: Consumer behavior and retail transformations in India. Journal of Business Research, 86, 406-415. https://doi.org/10.1016/j.jbusres.2017.09.030 DOI: https://doi.org/10.1016/j.jbusres.2017.09.030
Díaz Sánchez, E., & Martín-Consuegra Navarro, D. (2014). Análisis multivariantes. En Á. Esteban Talaya, & A. Molina Collado (Eds.), Investigación de mercados (pp. 194-199). ESIC Editorial.
Dimitrova, B. V., Smith, B., & Andras, T. L. (2020). Marketing channel evolution: From contactual efficiency to brand value co-creation and appropriation within the platform enterprise. Journal of Marketing Channels, 26(1), 60-71. https://doi.org/10.1080/1046669X.2019.1646187 DOI: https://doi.org/10.1080/1046669X.2019.1646187
Fowler, D. C., Wesley, S. C., & Vazquez, M. E. (2007). Simpatico in store retailing: How immigrant Hispanic emic interpret U.S. store atmospherics and interactions with sales associates. Journal of Business Research, 60(1), 50-59. https://doi.org/10.1016/j.jbusres.2006.09.002 DOI: https://doi.org/10.1016/j.jbusres.2006.09.002
Ge, J., Honhon, D., Fransoo, J. C., & Zhao, L. (2021). Supplying to mom and pop: Traditional retail channel selection in megacities. Manufacturing & Service Operations Management, 23(1), 19-35. https://doi.org/10.1287/msom.2019.0806 DOI: https://doi.org/10.1287/msom.2019.0806
Goodman, S., & Remaud, H. (2015). Store choice: How understanding consumer choice of ‘where’ to shop may assist the small retailer. Journal of Retailing and Consumer Services, 23, 118-124. https://doi.org/10.1016/j.jretconser.2014.12.008 DOI: https://doi.org/10.1016/j.jretconser.2014.12.008
Gregory, A. M., & Parsa, H. G. (2013). Kano's model: An integrative review of theory and applications to the field of hospitality and tourism. Journal of Hospitality Marketing & Management, 22(1), 25-46. https://doi.org/10.1080/19368623.2011.641073 DOI: https://doi.org/10.1080/19368623.2011.641073
Guerrero-Martínez, D. G. (2012). Factores clave de éxito en el negocio del retail. Ingeniería Industrial, 30, 189-205. https://doi.org/10.26439/ing.ind2012.n030.223 DOI: https://doi.org/10.26439/ing.ind2012.n030.223
Hair, J., Anderson, R., Tatham, R., & Black, W. (2004). Análisis multivariante (5.a ed.). Prentice Hall.
Higgs, S. (2015). Social norms and their influence on eating behaviours. Appetite, 86, 38-44. https://doi.org/10.1016/j.appet.2014.10.021 DOI: https://doi.org/10.1016/j.appet.2014.10.021
Huddleston, P., Whipple, J., & VanAuken, A. (2003). Food store loyalty: Application of a consumer loyalty framework. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 213-230. https://doi.org/10.1057/palgrave.jt.5740110 DOI: https://doi.org/10.1057/palgrave.jt.5740110
Instituto Nacional de Estadística e Informática (INEI). (2016). Censo Nacional de Mercados de Abastos 2016. INEI. http://webinei.inei.gob.pe/cenama/mapa.html
Instituto Nacional de Estadística e Informática (INEI). (2017). Censo Nacional de Mercados de Abastos 2016: resultados a nivel nacional. INEI. https://www.inei.gob.pe/media/MenuRecursivo/publicaciones_digitales/Est/Lib1448/libro.pdf
Instituto Nacional de Estadística e Informática (INEI). (2020). Estado de la población peruana 2020. INEI. https://www.inei.gob.pe/media/MenuRecursivo/publicaciones_digitales/Est/Lib1743/Libro.pdf
Ipsos. (2017). Perú 2017, de la informalidad a la modernidad. Ediciones Ipsos. https://www.ipsos.com/sites/default/files/2017-02/Ipsos_Flair_Peru_0.pdf
Ishfaq, R., Defee, C. C., Gibson, B. J., & Raja, U. (2016). Realignment of the physical distribution process in omni-channel fulfillment. International Journal of Physical Distribution & Logistics Management, 46(6-7), 543-561. https://doi.org/10.1108/IJPDLM-02-2015-0032 DOI: https://doi.org/10.1108/IJPDLM-02-2015-0032
Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The impact of store atmospherics, perceived value, and customer satisfaction on behavioural intention. Procedia Economics and Finance, 37, 538-544. https://doi.org/10.1016/S2212-5671(16)30162-9 DOI: https://doi.org/10.1016/S2212-5671(16)30162-9
Johnson, K. K. P., Kim, H-Y., Mun, J. M., & Lee, J. Y. (2015). Keeping customers shopping in stores: Interrelationships among store attributes, shopping enjoyment, and place attachment. The International Review of Retail, Distribution and Consumer Research, 25(1), 20-34. https://doi.org/10.1080/09593969.2014.927785 DOI: https://doi.org/10.1080/09593969.2014.927785
Kapoor, S., & Kumar, N. (2015). Fruit and vegetable consumers’ behavior: Implications for organized retailers in emerging markets. Journal of International Food & Agribusiness Marketing, 27(3), 203-227. https://doi.org/10.1080/08974438.2014.940118 DOI: https://doi.org/10.1080/08974438.2014.940118
Kirk, C. P., & Rifkin, L. S. (2020). I'll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, 117, 124-131. https://doi.org/10.1016/j.jbusres.2020.05.028 DOI: https://doi.org/10.1016/j.jbusres.2020.05.028
Kolodinsky, J., Sitaker, M., Chase, L., Smith, D., & Wang, W. (2020). Food systems disruptions: Turning a threat into an opportunity for local food systems. Journal of Agriculture, Food Systems, and Community Development, 9(3), 5-8. https://doi.org/10.5304/jafscd.2020.093.013 DOI: https://doi.org/10.5304/jafscd.2020.093.013
Mahasuar, K. (2019). Strategic innovations in distribution channels. An emerging market perspective and case studies from consumer-packaged goods (CPG) industry of India. Strategic Direction, 35(1), 13-16. https://doi.org/10.1108/SD-07-2018-0158 DOI: https://doi.org/10.1108/SD-07-2018-0158
Maruyama, M., & Wu, L. (2014). Quantifying barriers impeding the diffusion of supermarkets in China: The role of shopping habits. Journal of Retailing and Consumer Services, 21(3), 383-393. https://doi.org/10.1016/j.jretconser.2013.11.002 DOI: https://doi.org/10.1016/j.jretconser.2013.11.002
Mendez, C., Lazarte, M., & Cacho, R. (2019). Localization patterns of urban food distribution centers in metropolitan Lima. En J. González-Feliu, M. Chong, J. Vargas Flórez, & J. Padilla Solís (Eds.), Handbook of research on urban and humanitarian logistics (pp. 38-67). IGI Global. https://doi.org/10.4018/978-1-5225-8160-4.ch003 DOI: https://doi.org/10.4018/978-1-5225-8160-4.ch003
Mora, J. -D., & González, E. M. (2016). Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico. Journal of Retailing and Consumer Services, 28, 228-239. https://doi.org/10.1016/j.jretconser.2015.10.004 DOI: https://doi.org/10.1016/j.jretconser.2015.10.004
Nair, S. R. (2018). Analyzing the relationship between store attributes, satisfaction, patronage-intention and lifestyle in food and grocery store choice behavior. International Journal of Retail & Distribution Management, 46(1), 70-89. https://doi.org/10.1108/IJRDM-06-2016-0102 DOI: https://doi.org/10.1108/IJRDM-06-2016-0102
Organización de las Naciones Unidas para la Alimentación y la Agricultura (FAO). (2017). The NADHALI project. Developing sustainable food systems for urban areas: Piloting a holistic approach in Nairobi (Kenya), Dhaka (Bangladesh), and Lima (Peru). http://www.fao.org/in-action/nadhali/en/
PerúRetail. (2018, septiembre 5). Canal tradicional en Perú: Un sector que no solo sobrevive, sino que se mantiene como líder. Consultado 9 mayo 2020, en https://www.peru-retail.com/especial/canal-tradicional-peru-sector-lider/
Prabowo, F. S. A., & Rahadi, R. A. (2015). David vs. Goliath: Uncovering the future of traditional markets in Indonesia. Mediterranean Journal of Social Sciences, 6(5), 28-36. http://doi.org/10.5901/mjss.2015.v6n5p28 DOI: https://doi.org/10.5901/mjss.2015.v6n5p28
Roggeveen, A. L., Grewal, D., & Schweiger, E. B. (2020). The DAST framework for retail atmospherics: The impact of in- and out-of-store retail journey touchpoints on the customer experience. Journal of Retailing, 96(1), 128-137. https://doi.org/10.1016/j.jretai.2019.11.002 DOI: https://doi.org/10.1016/j.jretai.2019.11.002
Schultz, M., Chaney, D., & Debenedetti, A. (2016). An integrative perspective of closeness in retailing: From retailers' sense-giving to consumers' sense-making. Journal of Retailing and Consumer Services, 32, 218-226. https://doi.org/10.1016/j.jretconser.2016.06.016 DOI: https://doi.org/10.1016/j.jretconser.2016.06.016
Septiari, E. D., & Kusuma, G. H. (2016). Understanding the perception of millennial generation toward traditional market (a study in Yogyakarta). Review of Integrative Business & Economics Research, 5(1), 30-43. http://buscompress.com/uploads/3/4/9/8/34980536/riber_h15-024__30-43_.pdf
Shamim, K., Ahmad, S., & Alam, M. A. (2021). Covid-19 health safety practices: Influence on grocery shopping behavior. Journal of Public Affairs, e2624. https://doi.org/10.1002/pa.2624 DOI: https://doi.org/10.1002/pa.2624
Sharif, M. S. M., Nor, N. M., Zahari, M. S. M., & Muhammad, R. (2015). Following mothers to the wet market: The significant benefits gain by young generations. Procedia-Social and Behavioral Sciences, 170, 197-205. https://doi.org/10.1016/j.sbspro.2015.01.029 DOI: https://doi.org/10.1016/j.sbspro.2015.01.029
Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059 DOI: https://doi.org/10.1016/j.jbusres.2020.05.059
Stein, A., & Ramaseshan, B. (2016). Towards the identification of customer experience touch point elements. Journal of Retailing and Consumer Services, 30, 8-19. https://doi.org/10.1016/j.jretconser.2015.12.001 DOI: https://doi.org/10.1016/j.jretconser.2015.12.001
Taquía-Gutiérrez, J. (2015). Retail marketing para desarrollar mercados emergentes. Ingeniería Industrial, 33, 133-155. https://doi.org/10.26439/ing.ind2015.n033.539 DOI: https://doi.org/10.26439/ing.ind2015.n033.539
Terano, R., Yahya, R., Mohamed, Z., & Saimin, S. B. (2014). Consumers’ shopping preferences for retail format choice between modern and traditional retails in Malaysia. Journal of Food Products Marketing, 20(Sup1), 179-192. https://doi.org/10.1080/10454446.2014.921874 DOI: https://doi.org/10.1080/10454446.2014.921874
Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48-59. https://doi.org/10.1016/j.jretconser.2017.09.004 DOI: https://doi.org/10.1016/j.jretconser.2017.09.004
Thao, N. H. T., & Dao, T. M. (2018). Research on select factors affecting the intention to buy fresh food in the traditional markets of South-Central Coastal region, Vietnam. International Journal of Economics, Commerce and Management, 6(1), 139-148. http://ijecm.co.uk/wp-content/uploads/2018/01/6110.pdf
White, B., Morey, P., Natawidjaja, R., & Morgan, W. (2007). Vegetable value chain in Eastern Indonesia. A focus on chilli. Australian Centre for International Agricultural Research (ACIAR). https://ei-ado.aciar.gov.au/sites/default/files/White(2007)VegetableValueChainsEasternIndonesiaFocusChilli-ACIAR_SADI.pdf
Cómo citar
APA
ACM
ACS
ABNT
Chicago
Harvard
IEEE
MLA
Turabian
Vancouver
Descargar cita
CrossRef Cited-by
1. Victor W. Bohorquez-Lopez, Manuela Gutiérrez-Leefmans. (2022). Analyzing Academic Discourse Evolution on Consumer Behavior and COVID-19 Using Topic Modeling. Innovar, 32(86), p.89. https://doi.org/10.15446/innovar.v32n86.104663.
2. Margarita Cantero Ramírez, Juan Josué Morales Acosta. (2023). Características socioeconómicas del comercio minorista en tiendas de abarrotes y tiendas de conveniencia en Zapopan, Jalisco, México. Sapientiae, 9(1) https://doi.org/10.37293/sapientiae91.06.
Dimensions
PlumX
Visitas a la página del resumen del artículo
Descargas
Licencia
Derechos de autor 2021 Innovar
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Todos los artículos publicados por Innovar se encuentran disponibles globalmente con acceso abierto y licenciados bajo los términos de Creative Commons Atribución-No_Comercial-Sin_Derivadas 4.0 Internacional (CC BY-NC-ND 4.0).
Una vez seleccionados los artículos para un número, y antes de iniciar la etapa de cuidado y producción editorial, los autores deben firmar una cesión de derechos patrimoniales de su obra. Innovar se ciñe a las normas colombianas en materia de derechos de autor.
El material de esta revista puede ser reproducido o citado con carácter académico, citando la fuente.
Esta obra está bajo una Licencia Creative Commons:
