TTE53

Departamento de Ciencias Económicas y Administrativas

From the above, the influence that location has on the commercial

establishment is established, since generally in remote areas of the

communities studied there is less presence of facilities with the

characteristics of supermarkets, hypermarkets or discount stores and

generally have a higher GMCA, however in central sectors of the

community, with a high influx of people and high connectivity there are more

supermarkets and discount stores, causing the GMCA to be lower in these

areas due to the high competitiveness present.

Finally, consumers in these distribution channels have a more informed

brand perception, so their purchasing decision is adapted to their style of

supply volume, whether daily or monthly. Thus, the industry has had to

adapt to the new social changes of the population by incorporating digital

purchasing and supply withdrawal systems.

Key words: Geomarketing, spatial plan, retail trade, pre-census zones,

Average Food Basket Expenditure.

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