Competitive impact between OXXO chain and grocery stores in the Guadalajara metropolitan area

Abstract

This article proposes to empirically analyze the competitive impact between the modern marketing model represented by convenience stores and the traditional marketing model applied to the case of the OXXO commercial chain in the Guadalajara metropolitan area. The analysis aims to compare determinants of success and confront elements such as products, services, infrastructure and prices to realistically describe the competitive picture between grocery stores and OXXO stores. The hypothesis test is performed in the municipalities of San Pedro Tlaquepaque, Tonalá, Zapopan and Guadalajara through a statistical-comparative analysis of the strategy administration during the period of 2015-2016. The results indicate that there are differences in administrative processes, even though they operate with a similar format of organization and location in residential areas.