Diapositiva 1

EL TENDERO DE BARRIO EN COLOMBIA EN
BUSCA DE SU IDENTIDAD
JUAN CARLOS SANCLEMENTE T.
Universidad Eafit - Medellín
CAUSAS DE LA IMPORTANCIA DEL
FENOMENO
•
•
•
•
•
•
Factores económicos, ingresos adicionales para hacer frente a la
crisis, desempleo, etc.
Nuevas formas de fraccionamiento y de unidades de empaque de
los principales productos de consumo.
El crédito o “fiado”. Bases sociales y culturales de este aspecto.
Factores de localización y de distancia, economías en
desplazamientos.
Nivel de servicio ofrecido por el comerciante, conocimiento de la
clientela.
Mejor “preparación” de los comerciantes, formación en aspectos
específicos. Manejo “profesional” por parte de algunas personas de
este negocio.
Creating Value in Retailing for Emerging Consumers
Breaking Myths about Emerging Consumers ‐‐ Learning from Small Scale Retailers
An Exploratory Study conducted for the Coca‐Cola Retail Research Center ‐ Latin America by Booz Allen Hamilton
June 20, 2003
Yet small and traditional formats are holding their ground in Latin America, comprising 40%‐50% of retail food sales in each country
Retail Consumer Packaged Goods Industry Structure by Country
100%
45%
53%
55%
Large Supermarkets
15%
42%
7%
19%
32%
47%
46%
38%
27%
18%
13%
Small Supermarkets
Traditional Stores
0%
B ra zil
# of Stores
51%
7%
50%
Argentina & Brazil strong presence of independent small supermarkets 38%
45%
M e xico
A rg e ntina
C o lo m b ia
C hile
C o sta Rica
Large Supermarkets
2,000
1,320
1,350
320
590
300
Small Supermarkets
58,800
8,000
Traditional Stores
285,000
432,550
12,690
98,600
740
159,000
410
60,600
2,000
10,000
Note: Large Chain Supermarkets defined as follows: Brazil ‐ 10 checkouts or more; Argentina ‐ 5 checkouts or more; Colombia – store size of 1000 m2 or more; Chile – any chain supermarket. Figures exclude on‐premise sales (e.g., bars, restaurants) and selected categories.
Source: AC Nielsen 2002, Booz Allen Analysis
Definitions: we grouped retail players in Latin America into “Large Scale Trade” and “Small Scale Retailers”
Retail Landscape Definitions
Large Scale Trade
Small Scale Retailers
Street/ Open Air
Hypermarkets
Traditional
National Supermarket Chains
Small Self Service
Formal/ Legal
Hard Discount Chains
Independent local supermarket
National and Local independent supermarket Chains
Discount Clubs
Special Destination Chains ‐‐ Niche Players
Independent Specialists (Butcheries, Fresh Produce, etc…)
Informal/ Illegal
Convenience Store Chains
Small retailers make Latin America’s retail landscape unique in its composition – e.g. traditionals
Mexico
Argentina
Chile
Costa Rica
Small retailers (cont…) – e.g. street formats
Mexico
Argentina
Chile
Costa Rica
Small retailers (cont…) – e.g. small self‐service & small supermarkets
Argentina
Chile
Colombia
Costa Rica
The retail landscape is rich and diverse – we focused on a subset of formats that account for a large portion of emerging consumers’ spend Retail Shopping Formats by Country
Format Type
Large Scale Trade
Brazil
Self-service
Less than 4 ckout
“Traditional”
Small independents
Colombia
Chile
Costa Rica
Bodega
Discount Stores
Hypermarkets
Hypermarkets
Hypermarts
Hypermarkets
Hyper/Megamarket
s
Hypermarkets
Large
Supermarkets
Large
Supermarkets
Large
Supermarkets
Wholesalers (to
public) “Pre-Unic”
Wholesale Clubs
(PriceSmart)
Wholesalers
“Atacadistas”
Small independents
Argentina
Discount Stores
Large
Supermarkets
Small Supermarkets
Mexico
Large
Supermarkets
Large
Supermarkets
Wholesalers
Retail club
Self-service
supermarkets
Self-service
supermarkets
Self-service
supermarkets
“Superetes” & Minimercados
Self-service
supermarkets
Mini-Supers
Mercearias /
Mercadinhos
Tienda de
Abarrotes
“Almacenes”
Tiendas Pequeñas
“Abarrotes”
Pulperías
Todo Suelto
Tiendas Medianas
Feira Livre
Tianguis
Ferias Mobiles
Ambulantes
Ferias de Barrio
Public Markets /
Abastos
Ambulantes
Mercado sobre
Ruedas
Feria
Chinamos
Self-service
supermarkets
(small
supermarkets and
“Mercadinhos”)
Mostly behind the
counter service
“Street” Formats
Limited
infrastructure
Barter Clubs
Door-to-Door
Street sellers
Category Specialist
Plaza Mayoristas
(sales to public)
Feria
“Ferias Mobiles”
Casetas
Açougue
Carnicerías
Carnicerías
Carnicerías
Carnicerías
Carnicerías
Sacolão
Cremerías
Fruterías
“Frutiver”
Panaderías
Panaderías
Padaria
Fruterías
Verdulerías
Verdulerías
Pollerías
Convenience
Convenience Gas
Convenience Gas
Maxikioscos
Convenience Gas
Bancas / Barracas
Estanquillos
Convenience Gas
Cigarrarías
Research Scope
Convenience Gas
Convenience Gas
We will review small retailer’s value proposition to emerging consumers along 5 key variables – place, assortment, price/value, services, and people
Document Roadmap
Roadmap for Value Proposition Profiling
2
Consumer Understanding
Place
1
3
Challenges & Opportunities for Retail Chains
Macro‐
Economic Context
Assortment
Category/
brand assortment
Brands, Quality
Sizes
Price / Value
Shelf price
Product quality
Services
Store services—e.g., credit
Communication
Promotions
Retail Industry Context
5
Location / Proximity
Shopping experience
4
People
Relationship with owner / operator
Place
Place: Location is a compelling proposition of small retailers to emerging consumers, who make small daily purchases and value proximity
% of Customer Base That Lives Nearby (2)
(Small Retailers)
Frequency of Purchase in Small Retail (1)
(Times per week)
Small retailers’ customer base tends to make daily purchases
… and choose a store nearby
92%
86%
84%
83%
>5
41%
75%
78%
75%
71%
42%
Higher Frequency
50%
62%
63%
63%
64%
'3-5
75%
82%
60%
58%
59%
Traditional
A utos ervic e
58%
'2-3
Traditional
Small Super
in
nt
i le
S treet
Ar
ge
Ch
a
a
m
lo
Co
Ar
ge
nt
in
bi
a
ic o
il
ex
az
M
Br
i le
a
m
Ch
bi
a
in
lo
Co
Ar
ge
nt
ex
M
Br
az
ic o
il
1
Street
B raz il
(1) Question to store owner / operator: “How many times per week does your average customer shop at this store?” (2) Question: “What percentage of your customers live nearby (5 blocks or less)?”
Source: Field Interviews, Booz Allen Analysis
Mexic o
A rgentina
Colom b ia
Chile
Place
In fact, proximity translates into significantly lower “total acquisition cost” for emerging consumers if shopping at small retailers
“Break‐Even” Analysis:
Price Discount Required at Large Scale Trade to Justify a Bus Trip
Brazil
Since average ticket size is low, a 25‐55% discount would equalize “total cost” between a traditional store and a supermarket located one bus trip away
46%
27%
Mexico
25%
17%
7%
5%
Traditional Tic k et S iz e
(R $ 7.4)
S m all S uper Tic k et
S iz e (R $12.3)
A vg. Large S c ale
Trade Tic k et S iz e
(R$65.0)
Traditional Tic k et
S iz e (M $ 40.6)
S m all S uper Tic k et
S iz e (M $60.3)
Argentina
A vg. Large S c ale
Trade Tic k et S iz e
(M $139)
Colombia
53%
31%
24%
39%
20%
7%
4%
9%
Traditional
Tic k et S iz e
($5.2)
S m all S uper S treet F orm at
Tic k et S iz e A verage Tic k et
($6.8)
S iz e ($8.0)
A vg. Large
S c ale Trade
Tic k et S iz e
($21.6)
Large
S uperm ark et
Tic k et S iz e
$41.3)
Traditional Tic k et S iz e
(C $3,000)
S m all S uper Tic k et S iz e
(C$4,125)
Note: Considers bus trip at R$ 1.70 in Sao Paulo, Brazil, Pasero/Microbus at $M 5.00 in Mexico DF, Colectivo trip at A$0.80 for Capital Federal, Argentina, C$800 for a bus trip in Colombia
Source: Field Interviews, Booz Allen Analysis
A vg. Large S c ale Trade
Tic k et S iz e (C $18,100)
Place
Small retailers generally show a more cluttered and less tidy physical appearance, although emerging consumers still find them acceptable
Mexico
Selected Snapshots of Traditionals in Latin America
Argentina
Many categories together, visual clutter
Unattractive external appearance
Costa Rica
Chile
Haphazard display/ stocking of products
Source: Pictures by Booz Allen Merchandise very far away, poor visibility
Assortment
Assortment: Small retailers offer an assortment focused on fresh food, drinks and basic food ‐‐ the main categories sought by emerging consumers for daily purchases
Category Importance for Store Sales
Traditionals
Small Supermarkets
(0 = None, 5 = Very Important)
Brazil
Mexico
Brazil
Mexico
Fresh Products
2.8
Cigarettes
3.5
Fresh Products
3.2
Cigarettes
4.0
Home Cleaning
2.8
Fresh Products
3.1
Basic Food
3.0
Drinks
3.4
Basic Food
2.6
Produce
3.1
Home Cleaning
2.9
Fresh Products
3.3
Drinks
2.4
Dinks
2.8
Drinks
2.6
Basic Food
3.1
Personal Care
2.3
Home Cleaning
2.8
Personal Care
2.4
Produce
3.0
Luxury Food
1.7
Personal Care
2.4
Produce
1.9
Home Cleaning
2.9
Other
1.3
Basic Food
2.4
Luxury Food
1.8
Luxury Food
2.4
Produce
1.1
Luxury Food
2.0
Other
0.9
Personal Care
2.3
Cigarettes
0.9
Health
1.7
Cigarettes
0.6
Health
1.8
Health
0.9
Other
0.5
Health
0.5
Other
0
Argentina
Colombia
Fresh Products
3.0
Produce
3.6
Drinks
2.7
Fresh Products
2.6
Basic Food
1.7
Basic Food
2.5
Personal Care
1.3
Home Cleaning
2.4
Home Cleaning
1.3
Drinks
2.0
Cigarettes
1.3
Personal Care
1.4
Luxury Food
1.0
Cigarettes
1.4
Other
0.4
Luxury Food
1.2
Health
0.3
Other
0.4
Produce
0.2
Health
0.3
Argentina
Drinks
3.2
Fresh Products
3.1
Basic Food
2.6
Home Cleaning
2.2
Personal Care
1.6
Luxury Food
1.2
Produce
0.6
Cigarettes
0.3
Health
0.3
Note: Question asked: “Please rank the following categories in terms of importance to store sales (20 categories)”
Source: Field Interviews, Booz Allen Analysis
Colombia
Home Cleaning
3.3
Basic Food
3.1
Produce
3.0
Cigarettes
3.0
Personal Care
2.9
Fresh Products
2.7
Drinks
1.8
Luxury Food
1.7
Health
1.1
Other
0
Assortment
In most countries 1st tier brands dominate small retailers’ assortment – with the exception of Argentina and to a lesser degree in Brazil
% of SKUs That are 1st Tier Brands
Selected Categories – Large Scale Trade vs. Small Retailers
90%
78%
65%
75%
66%
79%
76%
73%
69%
Mexico, Colombia, Chile, Costa Rica
94%
90%
83%
80%
77%
75%
69%
60% 60%
– Small retailers offer an assortment with greater % of 1st tier brands
– Most of the lower priced brands offered by small retailers are the lower price positioned products of multinational companies – Important value brands are supermarkets’ private labels – e.g. Carrefour and Unimarc Cola, Éxito and Dia Laundry Detergents, Ekono Spaghetti – which are not distributed to small retailers
Argentina and Brazil
– Strong presence of local manufacturers that offer multiple brands
B ra zil
M e xico
Large‐Scale Trade
Traditionals
A rg e ntina
More Importance of 1st Tier Brands in Small Retailers
Small Self Service
Source: Field Interviews, Booz Allen Analysis
C o lo m b ia
C hile
More Importance of Value Brands in Small Retailers
C o sta Rica
Mixed importance of 1st tier brands
– Additionally, in Argentina wholesalers’ private labels are strongly prevalent at small retailers – e.g. “Marolio”
Assortment
Small retailers serve daily purchase needs better by offering a higher proportion of smaller sizes and by “fractioning” products
% of SKUs That are “Small” 1
Selected Categories2 – Large Scale Trade vs. Small retailers
Consistently across the region, 92%
small retailers offer an assortment with higher 79%
presence of small size SKUs
67%
63%
54%
50%
50%
46%
44%
42%
39%
36%
35% 36%
25%
28%
25%
20%
Many small retailers – especially traditional formats – “fraction” products and break bulk on even the smallest package size, e.g:
Large Scale Trade
– French fries
B ra zil
M e xico
A rg e ntina
C o lo m b ia
C hile
C o sta Rica
– Cereals
– Sugar
– Cigarettes
(1) Classification based in size relative to “standard” package , e.g. 2 liters of Cola, 500g of pasta, 1 kilo of tomatoes, etc. (2) Selected Categories: Colas & Laundry Det. plus: Mexico: Bar Soap; Argentina Oil; Colombia Spaghetti, Bar Soap; Costa Rica Spaghetti
Source: Field Interviews, Booz Allen Analysis
Traditionals
Small Self‐Service
More Importance of Large Products in Small Retailers
More Importance of Small Products in Small Retailers
Assortment
Moreover, demand for small sizes is driving growth of new specialized formats – e.g. “todo sueltos” in Argentina
Retail
Prods.
Liquid Dispensers
(Bleach, Detergent, etc)
General Appearance
Less than 25m2 on average, cheap fixture and/or products stacked on the floor (liquid dispensers, powders, bins with basic food)
As a local convention, an outside sign with prices is mandatory Product Assortment
Two main types of stores, one focused on cleaning products (laundry soap, detergent, bleach) and the other on basic food (flour, dry pasta, rice, sugar, oil, spices)
In some categories product description/name refers to known brands (“Skip‐like”, “Ace‐Like”)
Liquid products sold on beverage bottles or used 1st‐tier brands bottles (some times, at a cost), basic food products sold on plastic bags
Prices / Value
Prices slightly below or near those of value brands found only in traditional stores
No minimum quantity, no predefined size – ticket size can be as little as 20 peso cents Procurement / Economics
Most products are acquired in large containers by the store at a chemical distributor, with included instructions for on‐site (final store) diluting/preparation of final product
Mark up: Around 50% Some retail product are bought at wholesalers
Typical Consumer
Mostly Mid/Lower Class in Gran Buenos Aires. Recently some stores are targeting the upper class
Used Bottles (bleach,
beverages)
Typical Price Sign Source: Field Interviews, CCR Latin Panel, Booz Allen Analysis
Price/ Value
Price / Value: Contrary to what emerging consumers perceive, small retailers offer higher shelf prices than the large scale trade – Argentina a notable exception
Price Comparison Selected SKUs
(% Price Difference against Hypermarkets, Bundle of Selected Categories)
Since the devaluation in 2002, small retailers are becoming increasingly cheaper than large scale retailers for the same SKUs
19%
17%
Observations in Argentina
14%
12%
11%
10%
8%
This effect is strengthened when considering brand tier mix – small retailers offer very inexpensive “value brands” that are not available at the organized trade (e.g. Beach Cola, Spaghetti Cordoba)
5%
Potential explanations are:
– Large supermarkets raising mark‐ups
0%
– Small retailers selling at or just above acquisition cost to stay in business
-1%
-3%
B raz il
M ex ic o
A rgentina
C olom bia
Chile
Cos ta R ic a
– Growing importance of large self‐service wholesalers (Maxiconsumo, Vital) who are sharing purchasing scale benefits with small retailers
This trend helped small retailers re‐gain 2% share of total food sales from organized trade in 2003
Traditionals
Small Self Service
Note: Prices taken in February 2003. Selected categories include colas, spaghetti, laundry detergent, bar soap, vegetable oil
Source: Field Interviews, Booz Allen Analysis
Price/ Value
Another noticeable exception is fresh produce ‐‐ an important category for emerging consumers where the large scale trade has a clear price disadvantage
Price Comparison Tomatoes
(100 = Hypermarket Price)
In almost all cases, street/open air formats offer the lowest prices for tomatoes, a representative category
While supermarkets usually offer only 1st grade products, small retailers offer both 1st and 2nd grade products, at different stages of maturity 134
140
120
100
100
100
100
100
100
100
93
100
85
77
80
56
60
61 64
55
Small retailers have the ability to change the price of produce several times a day – e.g. ferias in Brazil – according to demand and supply
85
80
58
46
43
Some small retailers are either farmers or purchase directly from them – this may provide some informality advantages due to tax evasion
40
20
0
B ra zil
H yperm ark et
M exico
A rg entina
T raditional
Source: Field Interviews, Booz Allen Analysis
C o lom b ia
S m all S uper
C hile
C o sta Rica
S treet
Street formats (“ferias”, “tianguis”) and category specialists (“fruterias” / “verdulerias”) are the most relevant formats where emerging consumers purchase fresh produce
Services/ Other
Services/ Other: Small retailers offer limited services when compared to the large scale players…
% of Small Retailers that offer Services
Accept Credit Cards
Home Delivery
100%
100%
79%
79%
80%
80%
60%
60%
40%
20%
17%
50%
0%
0% 0%
24%
7%
0%
0%
56%
38%
30%
20%
8%
0%
50%
40%
25%
75%
0%
B ra zil
Me xico
Arg e n tin a C o lo m b ia
C h ile
B ra zil
Me xico
Arg e n tin a
C o lo m b ia
C h ile
Retailer Funded Promotions
Extended Operating Hours
100%
100%
Self Service
80%
80%
Traditional
60%
60%
40%
20%
22% 25%
8%
7%
0%
40%
25%
17%
47%
36%
11%
17%
20%
0%
0%
25%
8%
0%
0%
0% 0%
0%
B ra zil
Me xico
Source: Field Interviews, Booz Allen Analysis
Arg e n tin a C o lo m b ia
C h ile
B ra zil
Me xico
Arg e n tin a
C o lo m b ia
C h ile
Services/ Other
…but have an advantage particularly with emerging consumers since they offer a “virtual wallet”/informal credit
Percentage of Small Retailers that offer Informal Credit
Credit at Small Retailers
A large percentage of small retailers offer credit to their customers, in one of two forms:
Autoservice
Traditional
78%
65%
64%
– “Virtual Wallet”: when the customer is short of small amount of cash at the register the owner/operator allows payment “the next time”
60%
48%
42%
“The ‘Virtual Wallet” is offered by almost every small retailer, but only to their known customers
33%
25%
B raz il
M ex ic o
25%
A rgentina
Source: Field Interviews, Booz Allen Analysis
– “Informal Credit”, which can go from 1 week to 1 month, where the owner/operator writes the name of the debtor in a small handbook – for sums that range from 5 to 80 dollars
C olom bia
“Informal Credit” acts as a sort of loyalty program ‐‐ , once a customer uses this service, there are strong incentives to continue shopping at the store
C hile
The social costs of default are high for consumers, since bad debts are made public knowledge in the neighborhood
Services/ Other
Although promotional and merchandising activities are more prevalent in the large scale trade, small and traditional retailers’ have limited but effective in‐store communication
BRAZIL
% of Stores Where Merchandising Vehicle is Present
Large Scale Trade
Special offers / price discounts: 50%
– 25% of shoppers purchased the offer
Small Retailers
Freezers/ refrigerators: 78%
Islands or stacked product: 36%
Tastings / free sample distribution: 49%
– 26% of shopper took a sample
– 24% of shoppers tasted products
Price signs (handwritten): 33%
Islands: 48%
Shelf talkers (brands): 24%
Product demonstrations: 40%
– 32% of shoppers stopped to watch the demonstration
Shelf talkers, stickers, banners for price communication: 24%
POS signs: 33%
− Less merchandising space and greater visual clutter = less recall
Qualitative assessment:
− More merchandising space, larger number of items on display
− High level of competition between brands to capture consumer attention
Source: Popai Brazil
Counter displays: 35%
Qualitative assessment:
− High level of competition between some products such as cigarettes, drinks, boiled candy, chocolate, and soft drinks
People
People: Small retailers benefit from the presence of the local owner‐operator who can tailor their business model to local needs and provide a ‘personal touch’
Value of Relationship at Small Retailers
% of Customers that Owner Recognizes / Knows by Name
Owner recognizes over 60% of his clients
88%
85%
84%
75%
73%
63%
Successful store owners/operators usually have close relationship with their customers
73%
70%
64%
63%
61%
59%
In some cases, store owners create barriers to switching by deleting customer names from the credit list if they are observed shopping at other stores nearby
Store owner quotes:
– “I’ve known this customer for 20 years and I’ve known his kids since they were born”
– “I know I can give credit to this customer, he always pays me … I was at his grandfather’s burial last month”
Traditional
B raz il
S m all S uper
Mexic o
A rgentina
Source: Field Interviews, Booz Allen Analysis
S treet
C olom b ia
C hile
– “This customer comes here 2 times a day. She is old and lives alone, and comes here to talk with me and to other customers, purchasing is sometimes an excuse”
In summary, despite higher prices small retailers have several advantages that make them highly attractive to emerging consumers
Small Retailers Value Proposition for Emerging Consumers ‐‐ Summary
Lever
Place
+
Product Mix
+
Price / Value
‐
Services / Other
=
People
+
Ubiquity ‐‐ smaller retailers are located near emerging consumers, lowering “total acquisition cost”
Poorer external and internal appearance than large scale trade‐‐ but not enough to deter consumers from purchasing there
Assortment that fits emerging consumer needs ‐‐ focused on basic items, fresh foods and beverages
Brand tier mix focused on leading brands ‐‐ with the exception of Argentina and small supermarkets in Brazil where value are more present
Smaller size SKUs and “fractioning” ‐‐ adequate for frequent purchases
Higher prices to the consumer than large scale trade – except in Argentina
A notable exception is fresh produce, where street formats can have up to 50% lower prices
Informal credit and “virtual wallet” , highly valued by emerging consumers
For other services (credit cards, promotions, operating hours), small retailers have usually a poorer value proposition than the large scale trade Large retailers have access to manufacturer trade funds and POS materials; more sophisticated merchandising and consumer marketing
“Personal touch”‐a familiar environment, tailoring of business model to local customers’ needs
Owner / operator usually involved in community activities
Small Retailers
+
Better
=
Similar
‐
Worse Value proposition than Large Scale Trade
INVESTIGACIONES A NIVEL LATINOAMERICANO
•
•
•
•
•
•
•
•
•
Análisis de estructuras de distribución minorista en varios entornos para asegurar el
éxito de las empresas americanas en el extranjero (Kaynak y Cavusgil, 1982).
Circunstancias económicas y sociales que afectan el proceso de desarrollo del sector de
la distribución en un período y en un país (Ortiz‐Buonofina, 1987).
Impacto de las cadenas de distribución en países en desarrollo y su relación con
aspectos socio‐económicos, culturales y demográficos (Ortiz‐Buonofina, 1992).
Relación entre el nivel de desarrollo de los países y la estructura de canales de
distribución propia (Mallen, 1996).
La distribución en una ciudad en donde coexisten mercados tradicionales y
supermercados, teniendo en cuenta los patrones de consumo (Bromley, 1998).
Examen de los procesos de decisión y de orientación estratégica que en una nación en
desarrollo adoptan los distribuidores minoristas (Spillan y Ziemnowicz, 2003)
Ruptura de ciertos mitos acerca de los consumidores emergentes (D´Andrea, Ring,
López‐Aleman y Stengel, 2006; Booz‐Allen Hamilton, 2003).
Características valiosas que hacen que los pequeños distribuidores perduren en
Latinoamérica (D´Andrea, López‐Aleman y Stengel, 2006).
Innovaciones exitosas que desarrollan ciertos distribuidores en los denominados
mercados “emergentes” (Booz‐Allen Hamilton, 2006).
INVESTIGACIONES A NIVEL COLOMBIANO
• Valores, creencias y orientación temporal del consumidor de
tiendas de barrio de Barranquilla (Páramo, 2005).
• La tienda tradicional colombiana como un espacio de
reforzamiento cultural del consumidor (Páramo, García y
Arias, 2007).
• Presente y futuro del canal tradicional en la ciudad de Cali
(Areiza, 2001).
• La tienda de barrio en Colombia. Un canal importante en la
distribución de productos de gran consumo (Londoño y Navas,
2004).
• Migración de los compradores del supermercado a la tienda
de barrio de la ciudad de Cartagena (Londoño y Navas, 2008)
EL TENDERO Y SU ACTIVIDAD COMERCIAL,
PROFESION, OCUPACIÓN U OFICIO ?
•
Tres universos de significación y tres niveles de realidad distintos para
la Profesión (Dubar y Tripier, 2005):
– Subjetivo. Se hace relación al trabajo en el sentido más estricto del término, el sentido
que se le da a la vida trabajando, el trabajo como fuente esencial de estima de sí
mismo, la vocación.
– Otro nivel relacionado con la componente económica, aquella del trabajo, de la
profesión como empleo, como actividad productora de un ingreso para cubrir las
necesidades fundamentales del ser humano y,
– Un nivel social, el aspecto colectivo de la profesión, la pertenencia a un grupo en el
que se comparte un “saber hacer”, llegando hasta la inclusión en una categoría socioprofesional, que sería conducida en un determinado momento a defender los
intereses de sus asociados o de los elementos del grupo profesional así establecido.
•
La “profesionalización” de un oficio tiene cinco etapas o eventos
(Mayor, 1990):
–
–
–
–
–
El ejercicio de tiempo completo de la ocupación.
La creación de escuelas, universitarias o no, donde se entrenan a los individuos.
La creación de asociaciones profesionales.
El control de la titulación sobre todo por parte del Estado
La formulación de un código de ética profesional que sintetiza un ideal de servicio al
cual los asociados se adhieren con fuerza normativa
– Los grupos así considerados se pueden llegar a convertir en “grupos de estatus”
(Uricoechea, S.F.)
CATEGORIAS DE ANALISIS DE LA IDENTIDAD (DUBAR, 2006)
PROCESO RELACIONAL
PROCESO BIOGRAFICO
Identidad por el prójimo (el otro)
Identidad por sí mismo Actos de atribución
“Qué tipo de hombre o de mujer es usted” = díganos qué es Usted
Actos de pertenencia o dependencia
“Qué tipo de hombre o de mujer Usted quiere ser” = diga qué es Usted
Identidad‐numérica (nombre atribuido)
Identidad predicativa de Sí mismo
‐ Genérico (género atribuido)
(pertenencia reivindicada)
Identidad social “virtual”
Identidad social “real”
Transacción objetiva entre
‐Identidades atribuidas/propuestas
‐ Identidades asumidas/incorporadas
Transacción subjetiva entre
‐Identidades heredadas
‐Identidades buscadas
Alternativa entre
‐Cooperación‐reconocimiento
‐Conflictos‐no reconocimiento
Alternativa entre
‐Continuidad‐‐‐Æreproducción
‐ Rupturas‐‐‐Æproducción
“Experiencia relacional y social del PODER”
“Experiencia de las estratificaciones, discriminaciones y desigualdades sociales”
Identificación a Instituciones juzgadas estructurantes
o legítimas
Identificación a categorías juzgadas atractivas o protectoras
IDENTIDAD SOCIAL MARCADA POR LA DUALIDAD
CONFIGURACIONES DE IDENTIDAD
LOS CUATRO PROCESOS DE IDENTIDAD TÍPICOS (DUBAR, 2006)
IDENTIDAD POR SI MISMO
IDENTIDAD POR EL PROJIMO, EL OTRO
TRANSACCION OBJETIVA
Reconocimiento No reconocimiento
CONTINUIDAD
PROMOCION
IDENTIDAD DE EMPRESA
BLOQUEO
IDENTIDAD DE OFICIO
RUPTURA
CONVERSION
IDENTIDAD DE RED
EXCLUSION
IDENTIDAD DE “FUERA DE TRABAJO”
TRANSACCION SUBJETIVA
METODOLOGIA
•
•
•
Entrevistas utilizando los relatos de vida, las narraciones, autobiografías.
Entrevistas de profundidad, semi‐estructuradas.
Muestra intencional siguiendo criterios como la conveniencia y la
homogeneidad, facilitación de las entrevistas y ciertas economías frente a
algunos rubros (Miles y Huberman, 1994).
– El “mundo vivido del trabajo”, la expresión subjetiva de su relación a la actividad diaria, a
la jornada de trabajo.
– La trayectoria socio‐profesional que posee el individuo y particularmente los distintos
movimientos que ha tenido a lo largo del tiempo en su vida.
– Su relación frente a elementos como la formación, la educación, el entrenamiento
(esfuerzos de preparación individuales e iniciativas de otros actores para lograr su
“profesionalización”).
– Otros aspectos pertinentes en cuanto a la manera cómo los tenderos han aprendido el
trabajo que ellos hacen.
•
Confirmación de la existencia de “configuraciones de identidad” producto
de una doble transacción: una identidad atribuida por otros (el prójimo)
articulándose con la identidad atribuida por sí mismo.
PREGUNTAS DE INVESTIGACION
•
•
•
•
•
•
•
¿Cuáles son las categorías que existen en nuestro país para clasificar las
actividades comerciales de distribución de productos de consumo masivo?
¿Cómo se puede “categorizar” la actividad del tendero de barrio en nuestro país?
¿Cómo se puede explicar o tratar de entender la identidad del tendero de barrio
en el desarrollo de su actividad económica en nuestra sociedad?
¿Existe algún tipo de referencia que nos permita hablar de la “profesionalización”
de esta actividad comercial?
¿Tiene alguna relación el desempeño de esta actividad con “tradiciones culturales
y comerciales” de nuestro país?
¿Es posible, mediante el análisis del comportamiento del canal estudiado,
proponer un esquema de comercialización típico colombiano? (que brinde las
bases para desarrollar estrategias de mercadeo específicamente adecuadas a
nuestro contexto cultural y económico)?
¿Qué relaciones se pueden establecer entre el comportamiento de compra de los
consumidores finales en nuestro país y el comportamiento de los tenderos de
barrio?
JUSTIFICACION
•
•
•
•
•
Conveniencia: obtención de información valiosa sobre un “miembro” del
canal que adquiere cada vez más importancia (55% de la distribución).
Relevancia social: los comerciantes conocerán de manera más
estructurada su aporte a aspectos sociales y económicos de nuestra
sociedad.
Implicaciones prácticas: abordar desde otros puntos de vista
complementarios (adicionales a lo “instrumental”).
Valor teórico: conocimiento adicional en nuestro contexto acerca del
comportamiento de un elemento de la cadena de distribución que sólo ha
sido analizado desde el punto de vista económico. Esquema de
funcionamiento que siempre ha sido guiado por el “modelo de gestión
norteamericano” (dominante) desconociendo que se tiene una forma
propia (al país) de hacer negocios en este campo.
Utilización de herramientas metodológicas alternativas para el estudio del
fenómeno.