El efecto de las estrategias Push o de “empuje” en la distribución comercial de las tiendas de conveniencia en la ciudad de Los Mochis

Abstract

This paper describes the importance of commercial distribution, its main functions and addresses the different Push strategies that are carried out in the convenience stores of the city of Los Mochis, taking into account the relevance of this type of business in the locality. business units in economic terms, the objective is to detect which have a greater degree of significance in the sales channel, for this a qualitative research approach was used, conducting a series of interviews with those responsible for these businesses, observing the processes of marketing and consulting secondary information sources, which brought with it revealing data regarding promotions, the importance of islands, POP material and canopies for sale and other strategies that have a significant effect on sales.