TY  - JOUR 
TI  - La influencia de los objetivos de compra en la efectividad de las acciones de trade marketing dentro de los supermercados
PB  - Universidad Icesi
PY  - 2018
issn 0123-5923
AB  - This research study aims to analyze the influence of purchase objectives on the effectiveness of trade-marketing activities implemented in
supermarkets. In order to achieve this goal a survey was administered to 800 supermarket customers during their purchase process. The
findings, resulting from variables association tests and proportion difference testing, suggest that consumers driven by concrete purchasing
objectives are more sensitive to trade-marketing actions than those driven by abstract objectives. These findings contribute to reformulating
the trade-marketing strategies implemented in supermarkets, which should rely on customer segmentation based on purchase objectives in
order to achieve greater effectiveness in markets with high competitive intensity, such as the Latin American market.
KW  - Estrategias de marketing.
KW  - Supermercados
KW  - Compras
UR  - https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2663
ER  -