Estudio de posicionamiento de los centros comerciales de la ciudad de Ibagué para el año 2018
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Shopping centers are one of the most important urban development phenomena of the 21st century, and it is consolidated as a point of interaction and social encounter. These evolve towards a greater offer of entertainment, leisure and gastronomy due to changes in commercial dynamics and new consumer demands. A greater competition, originated from the overlap of the respective commercial areas, discovers the relevance that the brand positioning factor takes in the conquest of the market. It is investigated, in addition to the positioning, about some shopping habits in the ibaguereño consumer, as well as which are the most relevant attributes or qualities to take into account in the projection of a good brand image in the shopping centers of the city of Ibagué. Finally, some strategies are proposed that can be carried out from the establishments that most require it, and some recommendations are made at a general level.