Impacto de la entrada de las grandes superficies de venta sobre las tiendas y micromercados de barrio de la ciudad de Bucaramanga y su área metropolitana

The analysis in this paper, refers primarily to the level of retail distribution channels. Large distribution chains of consumer products, have adopted a growth strategy based on opening new outlets, including the following two possibilities: a) Install new outlets in a geographic area and b) Increase number of establishments in an area where they have opened one or more outlets. Depending on the distribution chain, Colombia has been the subject of the two possibilities. The rapid growth of new outlets across the country in different supermarket chains is part of this growth strategy they have adopted these establishments, who have chosen to Colombia as a country with huge prospects growth, initiated an aggressive expansion strategy. Bucaramanga and its Metropolitan Area have not been outside this year's growth since 1999 with the arrival of VIVERO stores and in 2002 with the entry of Almacenes EXITO began a rapid growth in the number of outlets of the chain SUCCESS AND Carrefour, which entered to compete with our traditional small grocery purely local origin and the shops and micromercados neighborhood. The purpose of this work is focused towards the following objectives: a) Determine the impact that has been the entry of supermarkets selling Bucaramanga and its metropolitan area, the shops and micromercados neighborhood. b) Determine the displacement of demand from shops and micromercados neighborhood to the large areas of sales, from the viewpoint of the owners of the business. c) Determine from the standpoint of the consumer, the displacement and its causes, from neighborhood stores and micromercados, to the supermarkets to sell. d) To establish a comparison between the views of the owners of neighborhood stores and micromercados and consumers about the shift in demand and the causes that originate it.