TTE53

Departamento de Ciencias Económicas y Administrativas

cantidad de establecimientos de tipo supermercado y de descuento,

causando que el GMCA sea más bajo en éstas zonas debiéndose a la alta

competitividad presente.

Finalmente, los consumidores de estos canales de distribución tienen una

percepción de marca más informada, por ello su decisión de compra está

adecuada a su estilo del volumen de abastecimiento, ya sea diario o

mensual. Así la industria ha debido adaptarse a los nuevos cambios

sociales de la población debiendo incorporar sistemas de compra digitales

y de retiro de suministros.

Palabras clave: Geomarketing, plano espacial, comercio minorista, zonas

censales, Gasto Medio de una Canasta de Alimentos.

Abstract

This work is carried out by using geomarketing tools through geographic

information, applied to distribution channels in a specific study area,

positioning retail commercial formats such as supermarkets, hypermarkets

and discount stores spatially, in pre-census areas of the commune of

Temuco and sectors of Padre Las Casas.

The objective of this research is to analyze the spatial distribution and

market share of the most predominant commercial formats in greater

Temuco.

In Chile, three large holding companies will dominate 96% of the

supermarket industry in 2021: Walmart Chile with 48%, Cencosud with 30%

and SMU with 18% market share. In the Araucanía Region there is a

different behavior to what occurs at the national level, there is a relevant

competitor, Supermercados El Trébol is a chain with a high regional

presence, where it mainly focuses on positioning its stores in a large number

of sectors of the commune of Temuco, as well as in other communes of the

region, Therefore, when examining the relationship between market share

and number of stores in the study area (referring to Temuco and Padre las

3