Comportamiento del consumidor y preferencias de compra en un supermercado, Perú
Consumer behavior and purchasing preferences in a supermarket, PerúContenido principal del artículo
El estudio planteó cuatro objetivos fundamentales que orientaron el desarrollo del estudio, los cuales se detallan a continuación (a) determinar la relación entre el comportamiento del consumidor y la preferencia de compra en supermercados Wong, (b) medir el nivel de los factores del comportamiento del consumidor en supermercados Wong, (c) medir el nivel de los factores de la decisión de compra en supermercados Wong, (d) determinar la correlación entre la variable preferencia de compra y sus dimensiones variedad de productos, elementos tangibles e intangibles. Se empleó un enfoque cuantitativo, la muestra fueron 200 clientes, la recolección de datos se realizó mediante una encuesta. Los resultados indican una correlación positiva (Rho = 0.671) entre el comportamiento del consumidor y preferencia de compra. Se concluye que la experiencia del cliente y la calidad del servicio son determinantes en la fidelización y preferencia de compra en supermercados Wong.
The study posed four fundamental objectives that guided the development of the study, which are detailed below (a) determine the relationship between consumer behavior and purchasing preference in Wong supermarkets, (b) measure the level of consumer behavior factors in Wong supermarkets, (c) measure the level of purchasing decision factors in Wong supermarkets, (d) determine the correlation between the variable purchasing preference and its dimensions product variety, tangible and intangible elements. A quantitative approach was used, the sample was 200 customers, data collection was carried out through a survey. The results indicate a positive correlation (Rho = 0.671) between consumer behavior and purchasing preference. It is concluded that customer experience and service quality are determining factors in loyalty and purchasing preference in Wong supermarkets.
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