Positioning of Spanish Retailersperception of high frequency versus low frequency consumers

  1. Abril Barrie, Carmen
  2. Gavilán Bouzas, Diana
  3. Avello Iturriagagoitia, Maria
Journal:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Year of publication: 2010

Issue: 2

Pages: 26-39

Type: Article

DOI: 10.7263/ADRESIC-002-04 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: aDResearch: Revista Internacional de Investigación en Comunicación

Abstract

Dada la alta competitividad existente en la actualidad en los mercados de gran consumo, la decisión de posicionamiento es una de las más importantes a las que los detallistas se enfrentan a la hora de determinar su estrategia competitiva en el mercado. Esta decisión es importante no sólo para los detallistas sino también para los fabricantes, porque aunque la literatura del comportamiento del consumidor suele enfocar su análisis en la elección de marca, existe en la actualidad una clara evidencia de que los consumidores deciden antes “dónde comprar” que “qué marca” comprar. El objetivo de esta investigación es profundizar en el posicionamiento de los detallistas en España, analizando las distintas percepciones existentes en el consumidor, distinguiendo entre consumidores de “alta frecuencia” o “habituales” y consumidores de “repertorio” o de ”baja frecuencia”. Nuestros resultados muestran las dificultades que los hipermercados tienen para transmitir un posicionamiento diferenciado y relevante al consumidor, y las diferentes percepciones de los discounters según los distintos tipos de consumidores, sugiriendo la necesidad de un reposicionamiento mas allá del puro precio. Por otra parte, se observa el abrumador dominio de Mercadona que ha sido capaz de posicionarse no sólo en precio sino en una oferta relevante de marca de distribuidor que la sitúa en altos niveles de satisfacción y percepción de servicio por parte de los consumidores.

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