POSIBLE APERTURA DE UN CENTRO COMERCIAL EN POZOBLANCO
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2016-05-16
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Jaén: Universidad de Jaén
Resumen
[ES] El presente trabajo de fin de grado plantea la posible apertura de un centro comercial en
la localidad de Pozoblanco, para ello se realiza una investigación de mercado, utilizando
la metodología de la encuesta, cuyo cuestionario ha sido completado por 82 personas
potencialmente interesadas en dicha apertura.
El objetivo de dicha investigación de mercado, es conocer el comportamiento de
compra de los consumidores en relación a los centros comerciales, sus preferencias y
gustos, específicamente el interés que puede tener este centro comercial en concreto
entre los encuestados, y el perfil de los consumidores que pudieran acudir a este
establecimiento. Además, se estudia la existencia de diferencias significativas entre los
consumidores en cuestión de sexo, edad y renta.
El trabajo finaliza con las conclusiones y recomendaciones para la gestión en el caso de
que finalmente se abra dicho centro comercial
[EN] This final degree project deals about the possibility of opening a shopping mall in Pozoblanco. For that, it is necessary to make a market research, using the survey methodology, whose questionnaire has been completed by 82 people that are potentially interested in the shopping mall opening. The aim of this research is to know the consumers purchasing behaviour in shopping malls, their preferences and tastes, specifically the interest of the sample in the Pozoblanco´s shopping mall, and the profile of the customers who could go to this establishment. The significant differences in relation to sex, age and income among the consumers are also studied. The work ends with the conclusions and the managerial recommendations if the Pozoblanco´s shopping mall would be opened.
[EN] This final degree project deals about the possibility of opening a shopping mall in Pozoblanco. For that, it is necessary to make a market research, using the survey methodology, whose questionnaire has been completed by 82 people that are potentially interested in the shopping mall opening. The aim of this research is to know the consumers purchasing behaviour in shopping malls, their preferences and tastes, specifically the interest of the sample in the Pozoblanco´s shopping mall, and the profile of the customers who could go to this establishment. The significant differences in relation to sex, age and income among the consumers are also studied. The work ends with the conclusions and the managerial recommendations if the Pozoblanco´s shopping mall would be opened.