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Data Envelopment Analysis (DEA) is a relative measure of efficiency applied to a set of decision units and is being used more and more frequently in the supermarket sector. Nonetheless, given how strongly the sector's financials depend on demand, companies need to combine this measurement with trade area information to best manage corporate efficiency. In this paper, the proposal consists of integrating DEA with a clearly articulated, structural typology so that supermarkets, based on their particular characteristics, can determine which variables are most critical for improving their efficiency. This methodology has been validated in the case of one of Spain's five largest supermarket chains. A principal component analysis and a classification analysis were carried out on a series of internal management variables from 61 locations for which DEA had been used to calculate efficiency and to which multiple trade area variables were added using GIS. Some of them are related to the loyalty scheme membership programme. These latter variables described the implantation of the loyalty scheme member programme and were revealed as key elements for the efficiency of the supermarket. This methodology provides marketing profiles that are more adapted to local circumstances, thus allowing companies to set better internal benchmarking objectives. [ABSTRACT FROM AUTHOR]

Este estudio expuso y agrupó las reacciones de los consumidores ante la confusión generada por información ambigua para una marca de cosméticos de una cadena de supermercados. El método de recogida de la información fue la netnografía, usando para su análisis Componentes Principales Categóricos. Este trabajo supuso una aportación a la literatura sobre la confusión del consumidor porque la información se recogió a partir de comentarios on-line. La respuesta más citada fue la mala calidad percibida del producto. En relación al marco teórico, hay dos reacciones que no habían sido señaladas: las críticas a los medios de comunicación y la posible hostilidad de la competencia. La agrupación de las respuestas dadas se ha centrado fundamentalmente en dos aspectos: la imagen percibida de las empresas y la calidad de los productos. [ABSTRACT FROM AUTHOR]

Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid messages Ciao online community, were able to learn which attributes are associated to six food establishments analyzed. Mercadona is associated with the quality of its private label and a narrow range of brands / products. Discount stores Lidl and DIA, highlighted by the possibility of improvement in the cleanliness of the establishment and location of products. Hypermarkets, Eroski, Carrefour and Alcampo, are renowned for their variety of brands / products, and away from home. Also been identified to direct competitors of each company, being a competition among the retail formats of the same type (intratipo). The use of netnography, relatively recent technique, is the largest original work. Furthermore, the conclusions that are consistent with previous studies show that the netnography can be a source of information to determine brand image and positioning of companies. [ABSTRACT FROM AUTHOR]

This study assesses the similarities and differences in the potential wine tourist market, distinguishing between the actual market (AM) and the people “willing to practise wine tourism” (WP). This kind of analysis introduces a new aspect with regards to previous studies which were focused primarily on the AM, which is to say, on interviewing tourists at wineries. The information analysed has been obtained by way of personal interviews with residents of the city of Valencia (Spain). The number of valid interviews was 320. The results indicate that the AM of wine tourists in Valencia comprises 48.5% of the population, while the WP market amounts to 28.2%. Both the AM and those willing to practise wine tourism show considerable interest in wine and cultural heritage. They differ, however, in terms of leisure. There is also agreement among around 60% who indicate that they have paid or would pay around €8 to visit a winery. Among the differences, it is worth noting that the AM has a higher percentage of middle-aged men with university studies and mid-high to high incomes; furthermore, the group is largely made up of individuals who consume wine on a daily basis and have considerable interest and knowledge of the wine world. [ABSTRACT FROM PUBLISHER]