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International distribution strategies for the diffusion of ethnic products in global markets

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dc.contributor.advisorMamet, Nadya
dc.creatorJurado Bonilla, Laura Alexandra
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.creator.degreetypeFull time
dc.date.accessioned2024-11-21T12:34:44Z
dc.date.available2024-11-21T12:34:44Z
dc.date.created2024-10-24
dc.descriptionEste estudio pretende investigar cómo las estrategias de distribución de productos permiten la presencia de productos étnicos en distintas partes del mercado mundial. El estudio analiza los canales de distribución y sus respectivas características especiales que permiten a las empresas posicionar sus productos y destaca los casos de éxito que han surgido en los últimos años. El estudio también examina el comportamiento de los clientes y consumidores en todo su proceso de compra, desde el momento en que deciden dónde adquirir los productos hasta el proceso postventa de recompra del producto, ya sea a través de un canal offline u online. El estudio incluye encuestas a personas de distintas regiones que han comprado productos étnicos, una revisión de investigaciones anteriores y un análisis de datos con técnicas mixtas. Los resultados de la investigación sugieren que el mejor canal de distribución para el mercado de productos étnicos son los canales de distribución en línea y la gente está de acuerdo en que el mercado es el mejor canal para encontrar una buena experiencia de cliente comprando productos étnicos. Además, a través de este canal los clientes obtendrán una buena experiencia de cliente a lo largo de todo el recorrido de compra del consumidor. El informe hace recomendaciones, como aplicar estrategias de marketing de distribución adaptadas a las preferencias culturales locales para aumentar la demanda de productos étnicos en el mercado global. Las estrategias de distribución que tienen en cuenta las diferencias culturales y de los consumidores locales contribuyen al mayor éxito de los productos étnicos en los mercados internacionales.
dc.description.abstractThis study aims to investigate how strategies for the distribution of products enable the presence of ethnic products in different parts of the global market. The study analyses the distribution channels and their respective special characteristics that enable companies to position their products and highlights success stories that have emerged in recent years. The study also examines the behaviour of customers and consumers in their entire purchasing process from the moment they decide to find out where to get the products to the post-sale process of re purchasing the product either through an offline or online channel. The study includes surveys with people from different regions who have purchased ethnic products, a review of previous research and mixed-technique data analysis. The research findings suggest that the best distribution channel for ethnic products market is online distribution channels and people agree marketplace is the best channel to find a good customer experience purchasing ethnic products. In addition, through this channel customers will get a good customer experience throughout the entire consumer purchase journey. The report makes recommendations, such as implementing marketing strategies of adapted distribution to the local cultural preferences to increase the demand for ethnic products in the global market. The distribution strategies that consider cultural differences and local consumer differences contribute to the major success of ethnic products in international markets. Keywords: Ethnic, product, global, market, distribution.
dc.format.extent86 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_44144
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/44144
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectÉtnico
dc.subjectProducto
dc.subjectGlobal
dc.subjectMercado
dc.subjectDistribución
dc.subject.keywordEthnic
dc.subject.keywordProduct
dc.subject.keywordGlobal
dc.subject.keywordMarket
dc.subject.keywordDistribution
dc.titleInternational distribution strategies for the diffusion of ethnic products in global markets
dc.title.TranslatedTitleEstrategias de distribución internacional para la difusión de productos étnicos en los mercados mundiales
dc.typebachelorThesis
dc.type.documentTrabajo de grado
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
local.regionesBogotá
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