Commercial Communication Strategies in Pichincha Supermarkets and Their Impact on Consumer Perception and Preference

Juan Francisco Ávila Vélez () and Wilson German Nieto Aguilar ()
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Juan Francisco Ávila Vélez: Universidad Tecnológica Israel, Department Business Administration
Wilson German Nieto Aguilar: Universidad Tecnológica Israel, Department Business Administration

Chapter 20 in Management, Tourism, and Smart Technologies, Vol 2, 2026, pp 249-258 from Springer

Abstract: Abstract In the competitive retail sector of Pichincha, Ecuador, commercial communication plays a key role in brand positioning and consumer perception. Supermarkets have faced a competitive environment driven by the evolution of consumer habits and advancements in marketing strategies. This study analyzes the influence of these strategies on consumer preference through a quantitative approach based on structured surveys, where the effectiveness of various communication channels was evaluated in a sample of 1.497 respondents, with a 2.58% margin of error and a 95% confidence level. The findings reveal that digital communication, and the use of social media positively influence consumer loyalty more than 72% of respondents. However, traditional strategies remain relevant for specific segments, representing a 43.4% preference. The study demonstrates the importance of effective segmentation in the selection of communication channels. Based on these results, a commercial communication model is proposed that integrates digital innovation with traditional practices to strengthen consumer connection and improve competitiveness in the Ecuadorian retail sector.

Keywords: Commercial communication; Brand positioning; Retail; Consumer behavior; Ecuadorian supermarkets (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24600-4_20

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DOI: 10.1007/978-3-032-24600-4_20

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