Comportamiento del consumidor en Corporaciones Retail y mercados tradicionales : un estudio comparativo en Guayaquil.

Abstract

This work has as main purpose the comparison between the modern and traditional market through the behavior that customers have when shopping in these sites, in addition to developing a consumer model for each market, for it was investigated in theories about what it was and the differences that existed in relation to the subject to be treated, in addition to research on the different psychological aspects that the customer has when shopping and which are the ones that mostly take advantage of the retail corporations or neighborhood shops to achieve customer loyalty. The methodologies used in this research were qualitative and quantitative, supported by the primary research source, where a series of surveys and interviews were carried out to find out the reasons for the preference for a specific type of sale. With regard to the development of the consumer profile, it was determined that neighborhood shops have the emerging and loyal type of consumer, while retail corporations have the efficient and conscious consumer, based on an analysis of the results obtained from the majority of respondents.