Conociendo a la nueva clientela: una mirada al comportamiento del consumidor en Wal-Mart Supercenter en Shanghai

Clemente Hernández Rodríguez · Francisco Valderrey

9 citations0/0 files storedMéxico y la Cuenca del Pacífico

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

El sector del comercio minorista en la República Popular de China se mantuvo sin cambios por décadas hasta la admisión del país a la Organización Mundial del Comercio en 2001 y la apertura del sector minorista en 2004, dando oportunidad a que cadenas extranjeras entraran al mercado. Wal-Mart y otros recién llegados de envergadura causaron inmediatamente un impacto en el sector minorista y una fuerte competencia entre las compañías en las diferentes capas de distribución. Esta investigación examina los patrones de compra de los clientes de un Wal-Mart Supercenter en Shanghai, una de las ciudades más dinámicas e importantes de China. Se usa un método de observación. La investigación encontró resultados interesantes en las principales preferencias del consumidor y la ruta más común seguida por el cliente en su experiencia de compra. Los resultados apuntan a un grupo de variables que deben tenerse en cuenta cuando se enfrentan decisiones de gestión.Abstract:The retail sector in the People’s Republic of China remained basically unchanged for decades; only the admission of the country to the WTO in 2001 and the subsequent opening of the retail sector in 2004, created the opportunity for foreign chains to enter the market. Wal-Mart and other colossal newcomers immediately caused an impact on the retail sector and a strong competence among firms at different layers of distribution. This research examines the shopping patterns of the clients of a Wal-Mart supercenter in Shanghai through an observational method. The investigation found interesting results on the main preferences of the consumer and the most common route followed by the client on their entire shopping experience. The results point to a group of variables to be taken into consideration when facing managerial decisions.

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References

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