Characterization of buyer of traditional stores in San Vicente del Caguan, Caquetá: an approach from the local consumer culture
https://orcid.org/0000-0001-7303-5923
This paper aims to characterize the profile and purchasing habits of consumers in traditional stores in San Vicente del Caguán, Caquetá, from a cultural and socioeconomic perspective. It seeks to identify the factors that influence the preference for local consumption and its impact on the regional economy. The research adopts a mixed approach, combining qualitative ethnography to understand the behavior of buyers, with the quantitative analysis of the socioeconomic characteristics of the stores and their owners. The results show that traditional stores are more than just points of sale; they constitute sociocultural spaces where values such as trust, familiarity and reciprocity are reinforced. Likewise, four types of buyers were identified (rational, insecure, interested and friend), each determined by specific cultural and commercial values. These findings highlight the importance of neighborhood stores in preserving local cultural identity and as a driver of the community economy.
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