Comportamiento de clientes y vendedores en mercados informales. Caso de estudio en Santo Domingo, Ecuador
DOI:
https://doi.org/10.5377/aes.v3i2.15487Palabras clave:
comportamiento del cliente, comportamiento de los vendedores, mercados informales, proceso de ventas, intención de compra, puntos de venta, entorno de mercadoResumen
Los mercados informales, aunque no son ampliamente aceptados, contribuyen a la generación de empleo y facilitan el acceso a múltiples productos. Además de facilitar el flujo financiero dentro del territorio. Sin embargo, es un hecho que en este tipo de mercado no se cumplen muchos de los principios de comercialización como en los mercados formales. Este trabajo tiene como objetivo profundizar en las peculiaridades del proceso de comercialización de los mercados informales. Se realizó principalmente a través de la observación de 86 puntos de venta de un total de 777 que operan en el mercado, caracterizando variables como el comportamiento de clientes y minoristas, así como la variación de oferta y demanda en puntos de venta. A través de la investigación fue posible caracterizar variables relacionadas con el proceso de venta y el comportamiento de clientes y minoristas en un mercado informal en la ciudad de Santo Domingo, Ecuador. Se observó que el volumen de venta está relacionado con la ubicación del establecimiento, la circulación de clientes y las vías de acceso. Además, una mayor variedad de productos determina un aumento en las ventas, aunque un aumento significativo en la variedad puede afectar negativamente su influencia en los volúmenes de ventas.
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