Competitive advantage in the commercial sector of Ambato: An analysis of consumer behavior

Abstract

The main object of this research is to analyze the competitive advantage of the commercial sector in Ambato based on consumer behavior, for which a descriptive and correlational study is carried out because it seeks to find out and detail the relationship that exists between both variables, its approach is quantitative because the results obtained through the survey technique were statistically analyzed, which was applied to a sample of 384 people who belong to the economically active population of Ambato, through a document that proposes options for answers on a 5-point Likert scale, the answers were obtained in the supermarkets of the city, place where the investigation occurs, which is where the field modality is created, in addition, a search for information about the variables was carried out, through authors who have previously addressed them, so it also has a bibliographic modality. The research has a statistical verification by applying the Spearman correlation coefficient, through which a moderate positive correlation is obtained as a result, so in conclusion the success of the competitive advantage strategies used by a commercial company is determined by the consumer behavior factors, this facilitates the capture of loyal and recurring customers, who prefer a specific establishment to another due to characteristics like as service, price, quality.