¿Qué distancia recorre el consumidor para comprar un coche?

  • Vicente Rodríguez Rodríguez Universidad Internacional de La Rioja
  • Cristina Olarte Pascual Universidad de La Rioja
  • Manuela Saco Vázquez Universidad CEU San Pablo de Madrid
Keywords: geomarketing; Geographical Information System; automotive; location-allocation model; p-median; Andalucía, Geomarketing, SIG, Automoción

Abstract

We have noticed that in order to locate a net of dealers it is necessary to take into account the travel distances made by buyers. Travel distances and buyer habits are determined by their environment and living area. This investigation focuses on the differences between rural and urban journeys made by consumers in Andalucía in order to purchase a car in order to show that it is possible to reduce the average distance in journeys by applying location-allocation models in the geographical location of dealers. The result of this investigation shows that the application of p-median model is useful for the manufacturer executives in the automotive companies and also for the dealers, because it lets optimize the location of a commercial network.

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Author Biographies

Vicente Rodríguez Rodríguez, Universidad Internacional de La Rioja

Profesor en la Universidad Internacional de La Rioja (España)

Cristina Olarte Pascual, Universidad de La Rioja

Profesora titular de Comercialización e Investigación de Mercados en la Universidad de La Rioja y directora de la Cátedra de Comercio (España)

Manuela Saco Vázquez, Universidad CEU San Pablo de Madrid

Profesora adjunta del departamento de Economía y coordinadora del Grado de Marketing y Gestión Comercial de la Empresa en la Facultad de Ciencias Económicas y Empresariales de la Universidad CEU San Pablo de Madrid (España)

Published
2015-12-30
How to Cite
Rodríguez Rodríguez, V., Olarte Pascual, C., & Saco Vázquez, M. (2015). ¿Qué distancia recorre el consumidor para comprar un coche?. Harvard Deusto Business Research, 4(2), 96-112. https://doi.org/10.3926/hdbr.82
Section
Articles