Análisis de los efectos que han generado los almacenes de cadena externos: Oxxo, Ara y Tiendas D1, en la rentabilidad de los almacenes locales de Tunja.

Abstract

The objective of this research was to analyze the effect of external chain stores (Oxxo, Ara and Tiendas D1) on the profitability of local stores in Tunja. For this purpose, a mixed approach (quantitative and qualitative) of descriptive type was used. A total of 305 consumer surveys and 15 semi-structured interviews were applied to chain store and local store workers, in order to explore perceptions, purchasing behavior, changes in clientele and income, and adaptation strategies. The findings show that chains have consolidated a competitive business model based on low prices, convenience and operational efficiency, factors that have transformed consumption habits in the city. However, local commerce maintains advantages in personalized attention and proximity to the customer. Although three of the four traditional stores reported a decrease in clientele, most managed to sustain their revenues through promotions, alliances and service improvements. We conclude that the impact of the chains on the profitability of the stores is significant, but not uniform or devastating. There are strategic opportunities that local stores can take advantage of if they consolidate a differentiated proposal focused on customer relations and operational flexibility.