Abstract

PARAMO MORALES, Dagoberto; GARCIA CANO, Olga Lucía  and  ARIAS ESCOBAR, María Ofelia. Towards a typology of Manizales traditional shopkeepers. Pensam. gest. [online]. 2011, n.30, pp.93-122. ISSN 1657-6276.

This article presents some of the findings obtained from in a relativistic qualitative research with relativistic developed to understand the role of the small shop store as traditional distribution channel in Manizales, Colombia. The Eepistemological approach of was used grounded theory was used as a methodology for approaching reality in natural conditions using participant observation, non-participants, interviews and video-filming, taking as reference the culture in which events unfold the city every day. The study resolved the questions: What are the factors that have led to the shopkeeper from Manizales to exercise conduct this business? Can you define a typology of shopkeepers on the basis of cultural considerations? We used An ethnographic and ethnological approach from the perspective of the PRODIN method was used. The results confirm that the future is assured to Manizales's small shops, stores because of as well the role they fulfill play as a space for consumer's cultural reinforcement strengthening of consumer and by maintaining close relationships with the served market being served..

Keywords : Ethnomarketing; local shops; marketing research; grounded theory; traditional distribution channel; shopkeeper.

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