Examinando por Materia "Grandes cadenas"

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    Estrategias para grandes cadenas distribuidoras de marcas propias : sector de alimentos
    (Universidad EAFIT, 2009) Ferrer Serna, Isabel Cristina; Velásquez Giraldo, Luz Esneida
    This paper is an investigation project that seeks to propose positioning strategies regarding quality and price of standard food private labels for three of the most important chain stores in Colombia, with the purpose of increasing market share of this type of products. The strategies that will be presented are the result of an investigation about standard food private label consumer behavior carried out in four of the main cities of Colombia: Medellín, Cali, Bogotá and Barranquilla. Moreover, the current strategies of chain stores to achieve positioning of this products obtained from personal interviews with chain stores employees and point of purchase observations, will be taken into account.