Efecto de las estrategias promocionales en el nivel de las ventas de las tiendas de barrio en los estratos socioeconomicos 1,2 y 3 de la ciudad de cali.

The small retailer is the natural and strategic partner for buyers and industry. This role is highlighted much more by being the natural leader of his community and enjoy wide recognition among the neighbors, which has determined the sales strategies designed by the providers. Find benefits to his neighbors while generating profits to his business, which are evident when, applied strategies that directly affect the price the consumer must pay for products because of their sensitivity to strategies that add value and reduce their effort to buy them, especially the basic products. Although each company individually measured the effect of their promotional strategies in sales volumes, there are not studies to measure in general, the impact on total sales volume of a store the application of a sales promotion designed by the suppliers This research aims to establish the effect on the sales performance of small retailers in strata 1,2 and 3 of the city of Cali, due to implementation of promotional strategies (push or pull) given by providers of the 10 major product lines sold in the store. The methodology combines quantitative and qualitative methods to collect information on the suppliers and in small retailers located in strata 1,2 and 3 of the city of Cali.