Análisis de la lealtad frente a las marcas de bajo costo comercializadoras de bienes de consumo de alta rotación en la ciudad de Bogotá

Abstract

The present investigation was based on the concept of consumer loyalty, in this case consumers were taken from low-cost stores or supermarkets; In recent years, these stores have been an outlet to meet the need to buy convenience goods at considerably low prices. These types of surfaces have covered a large part of the global market, therefore, the research was aimed at identifying what were the factors that influenced the loyalty of the buyer of low-cost supermarkets. They were able to identify specific variables through the literary review exposed in the theoretical framework, as well as an exposition of theoretical models, which were used to inspire the proposal made by the author. With the proposed model, an instrument for the collection of information was designed through surveys, which was applied to a sample size of 297. Finally, statistical analyzes were made with the data and statistical tests in order to accept or reject the hypotheses from the calculation of the canonical correlations to verify the proposed model.