Self-service system in the local economy: a transformation in the retail trade of intermediate cities

Abstract

The production and marketing of staple foods for the local peasant economy in intermediate regions has allowed access to high-quality products, through supply strategies for remote areas, forming cooperation networks in rural areas. This behavior has been transformed with the presence of self-services managed by the community. The objective of the study is to establish through the analysis of the case how the local economy has adapted new formats to improve marketing efficiency. To obtain the information, mixed models were used, combining qualitative and quantitative approaches. Two populations were studied, 130 clients and ten owners and / or managers of supermarkets, in the second population a convenience sampling was used given the location of the supermarkets in the geographic area of ​​interest. A structured survey was designed aimed at customers, the variables on which it was investigated were 1) purchasing behavior, 2) means of promotion, 3) perception of the place. For self-service managers and / or owners, 1) self-service administrative priorities, 2) suppliers, 3) customer service, 4) sales planning and projection, and 5) financial and regulatory knowledge were studied. It was possible to identify that the local economy has been influenced in intermediate cities by other forms of marketing of basic necessities, especially by access and proximity to suppliers, aspects that are considered a competitive advantage thanks to the relationship that it has with local producers, who offer advantages such as a better price, longer terms and payment facilities. It is concluded that it is necessary to strengthen four processes: administration / senior management, commercial management, human talent and communications management.