Impacto de la imagen de tienda en la percepción del consumidor. Una aplicación en supermercados.

Abstract

The present study explains the evaluation of consumers on the impact that the store image has through their perception, the objective of the research is based on examining through an investigative model the relational significance of the study variables, the research uses a quantitative methodology with correlation range to, with a sample of 265 supermarket customers. As a result of this research carried out, very favorable results could be obtained, which verify the effects that the constructs have on each other, significant evaluations were obtained, concluding that the administration of the store image is very well managed by the supermarkets in the city of Machala.