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The main objective of this research is to document the perception of consumers in North Lima, Peru, about the corporate image of a retail food sales company, during the year 2022. The work was conceived under a qualitative approach. Due to its characteristics, it was developed as a Case Study. Likewise, interviews were conducted with 25 people, selected for their area of residence, age of majority, and frequency of purchase, and an interview guide was applied. Among the results, the versatility of the brand was highlighted due to its accessibility for all its public, its diversity of prices, its communication strategies, the treatment of its collaborators, and the design of its stores. Image is a key and indispensable element of organizations, for this reason, a brand that has been in the market for years was taken as a reference in order to document the perceptions of its customers and know how it is described by its audience.

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Perception of Consumers in North Lima, Peru, on the Corporate Image of a Retail Food Sales Company (2022)

  • 会议论文

  • 发表日期：

    2025年

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  • Karen Flor Medina-Lopez,
  • Carla Gianinna Cormán-Chavez,
  • Elsa Magdalena Diez-Pachas,
  • Ketty Betsamar García-Ruiz,
  • Iván Cruz Ramírez-Banda,
  • Leonardo Daniel Mancilla-Silva

摘要

The main objective of this research is to document the perception of consumers in North Lima, Peru, about the corporate image of a retail food sales company, during the year 2022. The work was conceived under a qualitative approach. Due to its characteristics, it was developed as a Case Study. Likewise, interviews were conducted with 25 people, selected for their area of residence, age of majority, and frequency of purchase, and an interview guide was applied. Among the results, the versatility of the brand was highlighted due to its accessibility for all its public, its diversity of prices, its communication strategies, the treatment of its collaborators, and the design of its stores. Image is a key and indispensable element of organizations, for this reason, a brand that has been in the market for years was taken as a reference in order to document the perceptions of its customers and know how it is described by its audience.