Abstract

CORONEL CALDERON, Marcela Catalina; GUAMAN JIMENEZ, María Fernanda; PESANTEZ VICUNA, Saúl Fernando  and  GUAMAN TENEZACA, Guillermo Absalón. Behavior of digital distribution channels within The Push & Pull model considering accessibility and tangibility in category “3, 4 y 5 Tenedores” restaurants. Revista Economía y Política [online]. 2023, n.37, pp.76-103.  Epub Jan 30, 2023. ISSN 2477-9075.  https://doi.org/10.25097/rep.n37.2023.05.

This article studies the behavior of digital distribution channels used by “3, 4 y 5 Tenedores” restaurants in Cuenca city for 2021 period. It analyze its management within The Push & Pull model, considering accessibility and tangibility as service factors. It also studies the elements that are part of the marketing mix: product, price and sales promotion applied to distribution based on tools such as the structured observation and a survey applied to the managers of said restaurants. The results determine that product exerts pressure on both types of channels. About tangibility in direct channels, the elements that contribute to this strategy are product and number of sales promotion objectives, while in indirect channels, no element from the model contributes to it, finally, the Push & Pull model does not constitute a contribution to the studied restaurants.

Keywords : Price; Product; Push & pull; Restaurants; Sales promotion; Service strategies.

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