Citas bibligráficas
Calderón, J., Correa, A., Tejada, K. (2023). Estrategias comerciales de las bodegas y su futuro dentro del canal tradicional [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/25710
Calderón, J., Correa, A., Tejada, K. Estrategias comerciales de las bodegas y su futuro dentro del canal tradicional []. PE: Pontificia Universidad Católica del Perú; 2023. http://hdl.handle.net/20.500.12404/25710
@mastersthesis{renati/1663641,
title = "Estrategias comerciales de las bodegas y su futuro dentro del canal tradicional",
author = "Tejada Castro, Krizia Janet",
publisher = "Pontificia Universidad Católica del Perú",
year = "2023"
}
Mom and Pop stores (bodegas) in Peru constitute a fundamental piece of the Peruvian household income, as this activity is important for the country ́s development and contributes to the economy of those families that have sought their livelihood in this type of retail business. Bodegas are currently the most important element of traditional trade in Peru and the majority of Peruvian consumption is concentrated among them, mainly due to their proximity to consumers and consumers ́ affinity for bodegueros. However, in Peru studies that delve into the variables that encourage or discourage the purchase and influence effectiveness at this type of point of sale are scarce, and there is a lack of information and studies sufficient to make bodegas work better in our country. The present thesis has developed a study to understand bodegas and their impact on the consumer in order to, based on the analysis of different variables, propose a scheme that allows us to understand their current situation and propose recommendations for improvement or adaptation to new technologies. This research has an exploratory scope and a mixed research approach since tools that collect qualitative information (interviews and observations) and tools that collect quantitative information (surveys) aimed at the owners or managers of bodegas from Lima and Callao, consumers, and marketing specialists. Our main findings are focused on the lack of technology and support received by bodegas ́ owners, who continue with their small businesses despite the difficulties, being their family livelihood. We have been able to conclude that although the modern trade continues to grow in number, bodegas of the traditional trade will remain the preferred neighbourhood stores.
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