Estrategias de las mipymes de comercio: un análisis basado en la aplicación de las redes neuronales artificiales

Abstract

The now called trade SMEs in Colombia, have differential characteristics depending on the adopted sales system: counter sale, self-service system sales and combination of both. The shopkeeper perception of his business, based on those elements which he regards as their main competitive advantages and of more attractive to his customers, constitutes the main objective of this article. During the exploratory phase, by observation and unstructured interviews with shopkeepers, were identified variables both input and output, then a structured survey with covert objective was applied to 328 owners / managers of convenience stores, because the answers where opinions and perceptions the Likert scale was used with five-point evaluation to measure levels of agreement / disagreement previously validated with Cronbach’s alpha coefficient (0,87). The processing of the data was carried out using Dyane software version 3. The use of artificial neural networks type “perceptron multicapa” (for its ability to identify relationships between structures) has established that the distinguishing characteristics of the neighborhood stores, considered as strategic by the shopkeepers, is the shelf sales system.