CARACTERIZACIÓN DE LAS TIENDAS DE BARRIO EN EL MUNICIPIO DE RIONEGRO-ANTIOQUIA

The neighborhood shops in the municipality of Rionegro represent the traditional retail trade and is rooted in the customs of Colombians, are usually small family businesses that are characterized by giving the customer personalized attention, which allows them to increase their advantages over the chain stores, possess attributes such as retail sales of mass consumption products, high informality, non-management of economies of scale, symbolism and specific rituals for customer loyalty. The objective of this characterization is to expose the different variables that represent shopkeepers; to mention a few, you will find, the reasons why you became a shopkeeper, the products you sell the most, the degree of formality and informality, your suppliers, training you require, if you feel happy with your work and how you have earned trust of its clients, among others. The research is of qualitative order, the primary sources are the interviews that were realized to the shopkeepers; the results were analyzed and triangulated with the information obtained in the theoretical framework. The study shows the significant contribution of the neighborhood stores for the homes of the municipality of Rionegro, in turn is inscribed within the social life as part of the community, close customer loyalty.