Análisis de mercado para una empresa de comercialización textil para una tienda multimarca

The present work talks about the study made to the final consumer and to the micro companies located in one of the distribution channels of the textile sector which is, the multi-brand stores. Taking qualitative research as the main tool of this study, an observation exercise is carried out to determine in a real scenario, how consumers react to the natural movement of this type of company, the daily and weekly flow of people in three of the most representative companies belonging to this guild in the city of Cali. Without leaving aside the qualitative research, by means of the sample size formula of the finite population, there is the exact amount of micro-enterprises and final consumer to interview. Based on the responses and behavior of the interviewees, important data are found such as the frustrations of the brands when using this distribution channel, the perception that the final consumer has towards this type of companies, which is what really means a brand for multi-brand stores, among others.

• Autores: Cerón Díaz, Cristian Yihad
• Fecha de publicación: 2019
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/7301
• Acceso en línea: http://hdl.handle.net/10819/7301
• Palabra clave: Comportamiento; Consumidor; Investigación; Behavior; Consumer; Distribution channel; Microenterprise; Investigation; Investigación de mercados; Análisis de mercadeo; Comportamiento del consumidor
• License: Atribución-NoComercial-SinDerivadas 2.5 Colombia