Space of fresh organic products in supermarket chains: an exploratory analysis
Supermarket chains have been transformed to meet the demands of their customers, through the implementation of marketing strategies such as the organization of the space to reduce shopping times and the diversification of products, expanding the possibility of choice. It is then that the organizatio...
| Main Authors: | , |
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| Format: | Online |
| Language: | spa |
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Unidad Editorial UPTC
2020
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| Subjects: | |
| Online Access: | https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9597 |
| _version_ | 1801706726342262784 |
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| author | López-Barraza, Lydia María Olazabal-Lugo, Maricruz |
| author_facet | López-Barraza, Lydia María Olazabal-Lugo, Maricruz |
| author_sort | López-Barraza, Lydia María |
| collection | OJS |
| description | Supermarket chains have been transformed to meet the demands of their customers, through the implementation of marketing strategies such as the organization of the space to reduce shopping times and the diversification of products, expanding the possibility of choice. It is then that the organization of the shelves has become a subject of constant analysis by influencing the products to be offered as their location in the establishment. Therefore, the present study focuses on the physical spaces of the supermarket chains, where elements referring to merchandising, layout and consumer were observed, of fresh organic products (fruis and vegetables) due to their growing purchasing potential. The investigation, through direct observation, explained as the location of the articles analyzed impacts in the motivation for their acquisition.
Keywords: merchandising, layout, consumer, supermarket chains, organic products.
JELClassification: L11, L22, L81, M21, M31
Received: 06/06/2019. Accepted: 25/06/2020. Published: 30/06/2020. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-9597 |
| institution | Revista Inquietud Empresarial |
| language | spa |
| publishDate | 2020 |
| publisher | Unidad Editorial UPTC |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-95972024-04-24T20:26:25Z Space of fresh organic products in supermarket chains: an exploratory analysis Espacio de productos orgánicos frescos en cadenas de supermercado: un análisis exploratorio López-Barraza, Lydia María Olazabal-Lugo, Maricruz merchandising layout consumer supermarket chains organic products comercialización acomodo consumidor tiendas de autoservicio productos orgánicos Supermarket chains have been transformed to meet the demands of their customers, through the implementation of marketing strategies such as the organization of the space to reduce shopping times and the diversification of products, expanding the possibility of choice. It is then that the organization of the shelves has become a subject of constant analysis by influencing the products to be offered as their location in the establishment. Therefore, the present study focuses on the physical spaces of the supermarket chains, where elements referring to merchandising, layout and consumer were observed, of fresh organic products (fruis and vegetables) due to their growing purchasing potential. The investigation, through direct observation, explained as the location of the articles analyzed impacts in the motivation for their acquisition. Keywords: merchandising, layout, consumer, supermarket chains, organic products. JELClassification: L11, L22, L81, M21, M31 Received: 06/06/2019. Accepted: 25/06/2020. Published: 30/06/2020. Las cadenas de supermercado se han transformado para atender las demandas de sus clientes, a través de la implementación de estrategias mercadológicas diversas como la organización del espacio para disminuir los tiempos de compra y la diversificación de productos ampliando la posibilidad de elección. Es entonces que la organización de los anaqueles se ha convertido en un tema de constante análisis al incidir en los productos a ofertar como su ubicación en el establecimiento. Por lo tanto, el presente estudio se centra en los espacios físicos de tres cadenas de supermercado, donde se observaron elementos referentes con la comercialización (merchandising), acomodo (layout) y el consumidor, de productos orgánicos frescos (frutas y vegetales) por su potencial de compra creciente. La investigación, a través de la observación directa, permitió concluir como la ubicación de los artículos analizados incide en la motivación para su adquisición. Palabras clave: comercialización, acomodo, consumidor, tiendas de autoservicio, productos orgánicos Códigos JEL: L11, L22, L81, M21, M31. Recibidio: 06/06/2019. Aceptado: 25/06/2020. Publicado: 30/06/2020. Unidad Editorial UPTC 2020-06-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9597 10.19053/01211048.9597 Inquietud Empresarial; Vol. 20 No. 1 (2020): Inquietud Empresarial 20(1) January-June 2020; 59-72 Inquietud Empresarial; Vol. 20 Núm. 1 (2020): Inquietud Empresarial 20(1) Enero-Junio 2020; 59-72 0121-1048 spa https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9597/9437 Derechos de autor 2020 Maricruz Olazabal-Lugo, Lydia María López-Barraza http://creativecommons.org/licenses/by-nc/4.0 |
| spellingShingle | merchandising layout consumer supermarket chains organic products comercialización acomodo consumidor tiendas de autoservicio productos orgánicos López-Barraza, Lydia María Olazabal-Lugo, Maricruz Space of fresh organic products in supermarket chains: an exploratory analysis |
| title | Space of fresh organic products in supermarket chains: an exploratory analysis |
| title_alt | Espacio de productos orgánicos frescos en cadenas de supermercado: un análisis exploratorio |
| title_full | Space of fresh organic products in supermarket chains: an exploratory analysis |
| title_fullStr | Space of fresh organic products in supermarket chains: an exploratory analysis |
| title_full_unstemmed | Space of fresh organic products in supermarket chains: an exploratory analysis |
| title_short | Space of fresh organic products in supermarket chains: an exploratory analysis |
| title_sort | space of fresh organic products in supermarket chains an exploratory analysis |
| topic | merchandising layout consumer supermarket chains organic products comercialización acomodo consumidor tiendas de autoservicio productos orgánicos |
| topic_facet | merchandising layout consumer supermarket chains organic products comercialización acomodo consumidor tiendas de autoservicio productos orgánicos |
| url | https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9597 |
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