Driver de compra en la elección de supermercados, análisis comparativo entre estratos bajos y altos de Tegucigalpa
Loading...
Date
2025-06-05
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
Driver de compra en la elección de supermercados, análisis comparativo entre estratos bajos y altos de Tegucigalpa. Este informe, titulado "Driver de Compra en la Elección de Supermercados: Análisis Comparativo entre Estratos Bajos y Altos de Tegucigalpa", presenta una investigación sobre los factores que influyen en las decisiones de compra de los consumidores en diferentes estratos socioeconómicos de Tegucigalpa. El principal objetivo del estudio es identificar y comparar los drivers de compra que determinan la elección de supermercados por parte de los consumidores de estratos socioeconómicos bajos y altos en Tegucigalpa. La investigación se centra en variables como el ingreso, la cultura, la disponibilidad de recursos y las preferencias individuales. El enfoque metodológico empleado incluye encuestas y análisis de datos para obtener una comprensión detallada de los comportamientos y motivaciones de compra. Se seleccionaron muestras representativas para asegurar la validez de los resultados. Los resultados revelan diferencias significativas en los drivers de compra entre los consumidores de estratos bajos y altos. Los consumidores de estratos altos priorizan la calidad y la variedad de productos, mientras que los consumidores de estratos bajos valoran más los precios y las promociones. Además, la ubicación del supermercado y la percepción de la marca también influyen de manera diferente en cada grupo socioeconómico. El estudio concluye que los supermercados en Tegucigalpa deben adaptar sus estrategias de marketing y segmentación para satisfacer las necesidades específicas de cada estrato socioeconómico. Para los estratos altos, se recomienda enfocar la comunicación en la calidad y exclusividad de los productos. Para los estratos bajos, es crucial destacar las ofertas y promociones, así como la accesibilidad y conveniencia de la ubicación del supermercado. En General se sugiere a los supermercados implementar campañas de marketing diferenciadas, basadas en los insights obtenidos sobre los comportamientos de compra de cada estrato. Además, se recomienda mejorar la experiencia del cliente a través de programas de fidelización y personalización de ofertas para aumentar la lealtad y satisfacción del consumidor. Este informe proporciona una guía práctica para los supermercados en Tegucigalpa, ayudándoles a entender mejor las necesidades y preferencias de sus clientes y a diseñar estrategias efectivas para capturar y retener a los consumidores en un mercado competitivo.
This report, titled "Purchase Drivers in Supermarket Selection: Comparative Analysis between Lower and Upper Strata of Tegucigalpa," presents a study on the factors influencing consumer purchase decisions across different socioeconomic strata in Tegucigalpa. The main objective of the study is to identify and compare the purchase drivers that determine the choice of supermarkets by consumers from lower and upper socioeconomic strata in Tegucigalpa. The research focuses on variables such as income, culture, resource availability, and individual preferences. The methodological approach includes surveys and data analysis to gain a detailed understanding of purchasing behaviors and motivations. Representative samples were selected to ensure the validity of the results. The results reveal significant differences in purchase drivers between consumers from lower and upper strata. High-strata consumers prioritize product quality and variety, while low-strata consumers value prices and promotions more. Additionally, the location of the supermarket and brand perception also influence each socioeconomic group differently. The study concludes that supermarkets in Tegucigalpa must adapt their marketing and segmentation strategies to meet the specific needs of each socioeconomic stratum. For upper strata, it is recommended to focus communication on product quality and exclusivity. For lower strata, it is crucial to highlight offers and promotions, as well as the accessibility and convenience of the supermarket location. Overall, it is suggested that supermarkets implement differentiated marketing campaigns based on insights obtained about the purchasing behaviors of each stratum. Additionally, it is recommended to improve the customer experience through loyalty programs and personalized offers to increase consumer loyalty and satisfaction. This report provides a practical guide for supermarkets in Tegucigalpa, helping them better understand the needs and preferences of their customers and design effective strategies to capture and retain consumers in a competitive market.
This report, titled "Purchase Drivers in Supermarket Selection: Comparative Analysis between Lower and Upper Strata of Tegucigalpa," presents a study on the factors influencing consumer purchase decisions across different socioeconomic strata in Tegucigalpa. The main objective of the study is to identify and compare the purchase drivers that determine the choice of supermarkets by consumers from lower and upper socioeconomic strata in Tegucigalpa. The research focuses on variables such as income, culture, resource availability, and individual preferences. The methodological approach includes surveys and data analysis to gain a detailed understanding of purchasing behaviors and motivations. Representative samples were selected to ensure the validity of the results. The results reveal significant differences in purchase drivers between consumers from lower and upper strata. High-strata consumers prioritize product quality and variety, while low-strata consumers value prices and promotions more. Additionally, the location of the supermarket and brand perception also influence each socioeconomic group differently. The study concludes that supermarkets in Tegucigalpa must adapt their marketing and segmentation strategies to meet the specific needs of each socioeconomic stratum. For upper strata, it is recommended to focus communication on product quality and exclusivity. For lower strata, it is crucial to highlight offers and promotions, as well as the accessibility and convenience of the supermarket location. Overall, it is suggested that supermarkets implement differentiated marketing campaigns based on insights obtained about the purchasing behaviors of each stratum. Additionally, it is recommended to improve the customer experience through loyalty programs and personalized offers to increase consumer loyalty and satisfaction. This report provides a practical guide for supermarkets in Tegucigalpa, helping them better understand the needs and preferences of their customers and design effective strategies to capture and retain consumers in a competitive market.
Keywords
Drive, Supermercados, Estratos