Customer service as a leveraging strategy for supermarkets in Barranquilla: An intermediate business model

Abstract

In recent years, Colombia has presented a gradual increase in what are called superette, an intermediate establishment between the neighborhood store and the supermarket. In these, the client finds an establishment of high quality and variety of products, in a small space a short distance from residential areas, which offers a series of advantages in the ability to pay, proximity, personalized service and human warmth.
The purpose of this article is to present an analysis of the marketing activities applied by superettes format stores in the city of Barranquilla, this work is the result of a quantitative investigation that seeks to expose a social reality through a study descriptive applying a deductive method, through a documentary information collection tool and application of perception surveys to different consumers of this format in the mentioned city.
For this reason, it focuses on the importance of superettes as an intermediate commercial format that has had a great presence in the city in recent years, thus achieving a marked position in the market, gaining an important share in the marketing of mass consumption products.