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0"><span style=3D"font-family:Arial">&#xa0;</span></p><p style=3D"margin-le=
ft:0.5pt; margin-bottom:0.15pt; text-indent:-0.5pt; line-height:108%; widow=
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t:108%"><span>&#xa0;</span></p><p class=3D"Header"><span>&#xa0;</span></p><=
/div><p style=3D"margin-bottom:0pt; text-align:center; line-height:normal; =
border-bottom:0.75pt solid #4472c4; padding-bottom:1pt; font-size:18pt"><sp=
an style=3D"font-family:'Times New Roman'; font-weight:bold">Patrones de co=
nsumo, mezcla comercial y comportamiento del consumidor en plazas comercial=
es de proximidad: evidencia emp=C3=ADrica de Cuenca, Ecuador</span></p><p s=
tyle=3D"margin-left:7.1pt; margin-bottom:0pt; text-indent:-7.1pt; text-alig=
n:center; line-height:normal; font-size:14pt"><a id=3D"_heading_h.8vvybowf9=
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nt:-7.1pt; text-align:center; line-height:normal; font-size:14pt"><span sty=
le=3D"font-family:'Times New Roman'; font-style:italic">Consumption pattern=
s, retail mix, and consumer behavior in neighborhood shopping centers: empi=
rical evidence from Cuenca, Ecuador</span></p><p style=3D"margin-left:7.1pt=
; margin-bottom:0pt; text-indent:-7.1pt; text-align:center; line-height:115=
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k=3D" width=3D"48" height=3D"49" alt=3D"Interfaz de usuario gr=C3=A1fica, A=
plicaci=C3=B3n&#xA;&#xA;Descripci=C3=B3n generada autom=C3=A1ticamente con =
confianza media" style=3D"margin-top:38.2pt; margin-left:408.2pt; border-st=
yle:none; position:absolute" /></span></a><span style=3D"font-family:'Times=
 New Roman'">&#xa0;</span></p><table style=3D"width:396.65pt; margin-bottom=
:0pt; padding:0pt; border-collapse:collapse"><tr style=3D"height:3.4pt"><td=
 style=3D"width:4pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"mar=
gin-bottom:0pt; text-align:center; line-height:normal; font-size:10pt"><spa=
n style=3D"font-family:'Times New Roman'; font-size:6.67pt; vertical-align:=
super">1</span></p></td><td style=3D"width:171.45pt; padding:0pt 5.4pt; ver=
tical-align:top"><p style=3D"margin-left:7.1pt; margin-bottom:0pt; text-ind=
ent:-7.1pt; text-align:justify; line-height:normal; font-size:10pt"><span s=
tyle=3D"font-family:'Times New Roman'">Sau=CC=81l Fernando Pesa=CC=81ntez V=
icun=CC=83a </span></p></td><td style=3D"width:10.45pt; padding:0pt 5.4pt; =
vertical-align:top"><p style=3D"margin-bottom:0pt; text-align:center; line-=
height:normal; font-size:10pt"><span style=3D"font-family:'Times New Roman'=
">&#xa0;</span></p></td><td style=3D"width:167.55pt; padding:0pt 5.4pt; ver=
tical-align:top"><p style=3D"margin-bottom:0pt; line-height:normal; font-si=
ze:10pt"><span style=3D"font-family:'Times New Roman'">https://orcid.org/00=
00-0001-6861-3151 </span></p></td></tr><tr><td style=3D"width:4pt; padding:=
0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt; text-align:ce=
nter; line-height:normal; font-size:10pt"><span style=3D"font-family:'Times=
 New Roman'">&#xa0;</span></p></td><td colspan=3D"3" style=3D"width:371.05p=
t; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt; te=
xt-align:justify; line-height:normal; font-size:10pt"><span style=3D"font-f=
amily:'Times New Roman'">Universidad de Cuenca (UCUENCA), Carrera de Mercad=
otecnia. Cuenca, Ecuador.</span></p><p style=3D"margin-left:7.1pt; margin-b=
ottom:0pt; text-indent:-7.1pt; text-align:justify; line-height:normal; font=
-size:10pt"><span style=3D"height:0pt; text-align:left; display:block; posi=
tion:absolute; z-index:2"><img src=3D"data:image/png;base64,iVBORw0KGgoAAAA=
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CqyOdjvc/m8uatoOayAE5jBEHE4jS+JlwdThtYk8NIBlCKrdZV593hJ7uHjy7NEA3IDbmYz/x8K=
nOlZCO2GdZkydjiUmdKNmcI626oXpf3l4sagME9J8uLc5mDSew+9gsWXWUjWRHXUGixziV8GlWT=
557q/3Fx5e0mPjx3f0tLg4P5TXYwqCWdmqifPlP6uwCISJgr2EthPfmkElXfG9wzVr6+/Cq8ppg=
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I=3D" width=3D"20" height=3D"20" alt=3D"" style=3D"margin-top:7pt; margin-l=
eft:182pt; position:absolute" /></span><span style=3D"font-family:'Times Ne=
w Roman'; text-decoration:underline; color:#0563c1">fernando.pesantez@ucuen=
ca.edu.ec</span></p></td></tr><tr><td style=3D"width:4pt; padding:0pt 5.4pt=
; vertical-align:top"><p style=3D"margin-bottom:0pt; text-align:center; lin=
e-height:normal; font-size:10pt"><span style=3D"font-family:'Times New Roma=
n'; font-size:6.67pt; vertical-align:super">2</span></p></td><td style=3D"w=
idth:171.45pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-le=
ft:7.1pt; margin-bottom:0pt; text-indent:-7.1pt; text-align:justify; line-h=
eight:normal; font-size:10pt"><span style=3D"font-family:'Times New Roman'"=
>Andr=C3=A9s Sebasti=C3=A1n Verdugo Alvarado</span></p></td><td style=3D"wi=
dth:10.45pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bott=
om:0pt; text-align:center; line-height:normal; font-size:10pt"><span style=
=3D"font-family:'Times New Roman'">&#xa0;</span></p></td><td style=3D"width=
:167.55pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom=
:0pt; line-height:normal; font-size:10pt"><span style=3D"font-family:'Times=
 New Roman'">https://orcid.org/0009-0000-4762-1611</span></p></td></tr><tr>=
<td style=3D"width:4pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"=
margin-bottom:0pt; text-align:center; line-height:normal; font-size:10pt"><=
span style=3D"font-family:'Times New Roman'">&#xa0;</span></p></td><td cols=
pan=3D"3" style=3D"width:371.05pt; padding:0pt 5.4pt; vertical-align:top"><=
p style=3D"margin-bottom:0pt; text-align:justify; line-height:normal; font-=
size:10pt"><span style=3D"font-family:'Times New Roman'">Universidad de Cue=
nca (UCUENCA), Carrera de Mercadotecnia. Cuenca, Ecuador.</span></p><p styl=
e=3D"margin-left:7.1pt; margin-bottom:0pt; text-indent:-7.1pt; text-align:j=
ustify; line-height:normal; font-size:10pt"><span style=3D"height:0pt; text=
-align:left; display:block; position:absolute; z-index:3"><img src=3D"data:=
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dyRXukXm3coO4/x2mCpFFszZTr1fjNm//JvrF378l4FeE75/flOmrlQ5msORqGCa3Z23AupBJNr=
km6TJzLmTgM3eGFJHr7mZ5TDQADcFOlvC/n21eiwKGJo+eWF+nqeAIF9LrVlK8QRurli97rLZJ5=
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lCKrdZV593hJ7uHjy7NEA3IDbmYz/x8KnOlZCO2GdZkydjiUmdKNmcI626oXpf3l4sagME9J8uL=
c5mDSew+9gsWXWUjWRHXUGixziV8GlWT557q/3Fx5e0mPjx3f0tLg4P5TXYwqCWdmqifPlP6uwC=
ISJgr2EthPfmkElXfG9wzVr6+/Cq8ppg7zvTuUGPvsR59ItyeJLpJhKo1cjGOGImJf3p898jvG9=
vtf8C/4WOWL1L2mu8AAAAASUVORK5CYII=3D" width=3D"20" height=3D"20" alt=3D"" s=
tyle=3D"margin-top:6.1pt; margin-left:182pt; position:absolute" /></span><s=
pan style=3D"font-family:'Times New Roman'; text-decoration:underline; colo=
r:#0563c1">andress.verdugo@ucuenca.edu.ec</span></p></td></tr><tr><td style=
=3D"width:4pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bo=
ttom:0pt; text-align:center; line-height:normal; font-size:10pt"><span styl=
e=3D"font-family:'Times New Roman'; font-size:6.67pt; vertical-align:super"=
>3</span></p></td><td style=3D"width:171.45pt; padding:0pt 5.4pt; vertical-=
align:top"><p style=3D"margin-left:7.1pt; margin-bottom:0pt; text-indent:-7=
.1pt; text-align:justify; line-height:normal; font-size:10pt"><span style=
=3D"font-family:'Times New Roman'">Mar=C3=ADa Soledad Escand=C3=B3n Morales=
</span></p></td><td style=3D"width:10.45pt; padding:0pt 5.4pt; vertical-ali=
gn:top"><p style=3D"margin-bottom:0pt; text-align:center; line-height:norma=
l; font-size:10pt"><span style=3D"font-family:'Times New Roman'">&#xa0;</sp=
an></p></td><td style=3D"width:167.55pt; padding:0pt 5.4pt; vertical-align:=
top"><p style=3D"margin-bottom:0pt; line-height:normal; font-size:10pt"><sp=
an style=3D"font-family:'Times New Roman'">https://orcid.org/0000-0001-8241=
-0801</span></p></td></tr><tr><td style=3D"width:4pt; padding:0pt 5.4pt; ve=
rtical-align:top"><p style=3D"margin-bottom:0pt; text-align:center; line-he=
ight:normal; font-size:10pt"><span style=3D"font-family:'Times New Roman'">=
&#xa0;</span></p></td><td colspan=3D"3" style=3D"width:371.05pt; padding:0p=
t 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt; text-align:just=
ify; line-height:normal; font-size:10pt"><span style=3D"font-family:'Times =
New Roman'">Universidad de Cuenca (UCUENCA), Carrera de Econom=C3=ADa. Cuen=
ca, Ecuador.</span></p><p style=3D"margin-left:7.1pt; margin-bottom:0pt; te=
xt-indent:-7.1pt; text-align:justify; line-height:normal; font-size:10pt"><=
span style=3D"height:0pt; text-align:left; display:block; position:absolute=
; z-index:4"><img src=3D"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABQA=
AAAUCAYAAACNiR0NAAAABHNCSVQICAgIfAhkiAAAAAlwSFlzAAAOxAAADsQBlSsOGwAAA2pJREF=
UOI2tlEtoXVUUhr+197n3nntvk3ijZlJbG7FtKBapiY/ETBpRaQeCDoo6CyIWkao4sVDFgROLCA=
rqxAfFxte0M18UxRiJldA2WmhLGzUxD0tvkvs459xz9nJwktukJmTiv1mTvff61/rX/tnCGvjyl=
+42stmtxtq7RXV3rNpmrMwby7g0ZDQO/MsHer6ZXytXVhGd3ZUVV3ogU5Cnk0j7nNMOMdK8o07V=
iMyJZcTF8sHUH9NfHdp/IVyX8IuxvpdyRXukXm3coO4/x2mCpFFszZTr1fjNm//JvrF378l4FeE=
75/flOmrlQ5msORqGCa3Z23AupBJNrkm6TJzLmTgM3eGFJHr7mZ5TDQADcFOlvC/n21eiwKGJo+=
eWF+nqeAIF9LrVlK8QRurli97rLZJ5tFlo6HR/qaUgx2uVZL9ziqoiYtIkHIkLWOZRFNUYz+Yxk=
gUUEfAL9mcN3COP3Tk862Vcsj0IpF81zXI06N36KovhJOdmjvPgzmNYkyHRBqhSa8wycfVr/pr/=
Ia3iBFV2BrG7FzjhYRgQpHWZEHUUc5tJXAQitBe6GJt6l6mFYazkaC90cdfm52nztzE+fQzE0oh=
cW8b3uoETniLdZtXcBdUExTVl16JZFoIJjHjMVU9Tjf7mvluPMHH1OyrRJCIi1rADwKhSWjHrDZ=
GxRaYXR1F1tPmdTQ8otAIYgeo6zlgXgkHENlWke9RTQpHfNqZQFLf06iHb2h8icSHl+vn0VMGhl=
wE8Rb51zr2A4KfSFSMeIrbZTSm/nTCex1qfGwu76Cw9zJnpj6hGMxixWCO1uK6nADwJwrPZkv9r=
Ukn6UuMaFsI/qUUzoHClOs6W0gBbSgM4jblSHef7Sy9Trl/AiJfO1bcXK0E8CiCqyOdjvc/m8ua=
toOayAE5jBEHE4jS+JlwdThtYk8NIBlCKrdZV593hJ7uHjy7NEA3IDbmYz/x8KnOlZCO2GdZkyd=
jiUmdKNmcI626oXpf3l4sagME9J8uLc5mDSew+9gsWXWUjWRHXUGixziV8GlWT557q/3Fx5e0mP=
jx3f0tLg4P5TXYwqCWdmqifPlP6uwCISJgr2EthPfmkElXfG9wzVr6+/Cq8ppg7zvTuUGPvsR59=
ItyeJLpJhKo1cjGOGImJf3p898jvG9vtf8C/4WOWL1L2mu8AAAAASUVORK5CYII=3D" width=
=3D"20" height=3D"20" alt=3D"" style=3D"margin-top:8.2pt; margin-left:182pt=
; position:absolute" /></span><span style=3D"font-family:'Times New Roman';=
 text-decoration:underline; color:#0563c1">soledad.escandon@ucuenca.edu.ec =
</span></p></td></tr><tr><td style=3D"width:4pt; padding:0pt 5.4pt; vertica=
l-align:top"><p style=3D"margin-bottom:0pt; text-align:center; line-height:=
normal; font-size:10pt"><span style=3D"font-family:'Times New Roman'; font-=
size:6.67pt; vertical-align:super">4</span></p></td><td style=3D"width:171.=
45pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-left:7.1pt;=
 margin-bottom:0pt; text-indent:-7.1pt; text-align:justify; line-height:nor=
mal; font-size:10pt"><span style=3D"font-family:'Times New Roman'">Sandra V=
er=C3=B3nica I=C3=B1iguez Quizhpi</span></p></td><td style=3D"width:10.45pt=
; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt; tex=
t-align:center; line-height:normal; font-size:10pt"><span style=3D"font-fam=
ily:'Times New Roman'">&#xa0;</span></p></td><td style=3D"width:167.55pt; p=
adding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt; line-h=
eight:normal; font-size:10pt"><span style=3D"font-family:'Times New Roman'"=
>https://orcid.org/0000-0002-7534-5949</span></p></td></tr><tr><td style=3D=
"width:4pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-botto=
m:0pt; text-align:center; line-height:normal; font-size:10pt"><span style=
=3D"font-family:'Times New Roman'">&#xa0;</span></p></td><td colspan=3D"3" =
style=3D"width:371.05pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D=
"margin-bottom:0pt; text-align:justify; line-height:normal; font-size:10pt"=
><span style=3D"font-family:'Times New Roman'">&#xa0;</span><span style=3D"=
font-family:'Times New Roman'">Universidad de Cuenca (UCUENCA), Carrera de =
Mercadotecnia. Cuenca, Ecuador.</span><span class=3D"Hyperlink" style=3D"fo=
nt-family:'Times New Roman'"> </span></p><p style=3D"margin-bottom:0pt; tex=
t-align:justify; line-height:normal; font-size:10pt"><span style=3D"font-fa=
mily:'Times New Roman'; text-decoration:underline; color:#0563c1">veronica.=
iniguez@ucuenca.edu.ec</span></p></td></tr></table><p style=3D"margin-top:6=
pt; margin-bottom:0pt; text-align:center; line-height:115%; font-size:12pt"=
><span style=3D"font-family:'Times New Roman'">&#xa0;</span></p><p style=3D=
"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><=
a id=3D"_heading_h.rfkda3mvk4t"></a><a id=3D"_heading_h.d9nfoqx2hs3q"></a><=
span style=3D"font-family:'Times New Roman'; font-weight:bold">&#xa0;</span=
></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; f=
ont-size:12pt"><span style=3D"font-family:'Times New Roman'; font-weight:bo=
ld">&#xa0;</span></p><table style=3D"width:437.15pt; margin-bottom:0pt; pad=
ding:0pt; border-collapse:collapse"><tr><td colspan=3D"7" style=3D"width:15=
1.1pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt=
; text-align:center; line-height:115%; font-size:10pt"><span style=3D"font-=
family:'Times New Roman'">&#xa0;</span></p><p style=3D"margin-bottom:0pt; t=
ext-align:center; line-height:115%; font-size:10pt"><span style=3D"font-fam=
ily:'Times New Roman'">&#xa0;</span></p><p style=3D"margin-bottom:0pt; text=
-align:center; line-height:115%; font-size:10pt"><span style=3D"font-family=
:'Times New Roman'">&#xa0;</span></p></td><td colspan=3D"2" style=3D"width:=
264.45pt; border-top:0.75pt solid #000000; border-bottom:0.75pt solid #0000=
00; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt; t=
ext-align:right; line-height:115%; font-size:10pt"><span style=3D"font-fami=
ly:'Times New Roman'; font-weight:bold">Art=C3=ADculo de Investigaci=C3=B3n=
 Cient=C3=ADfica y Tecnol=C3=B3gica</span></p><p style=3D"margin-bottom:0pt=
; text-align:right; line-height:normal; font-size:10pt"><span style=3D"font=
-family:'Times New Roman'">Enviado: 16/08/2026 </span></p><p style=3D"margi=
n-bottom:0pt; text-align:right; line-height:normal; font-size:10pt"><span s=
tyle=3D"font-family:'Times New Roman'">Revisado: 16/09/2026 </span></p><p s=
tyle=3D"margin-bottom:0pt; text-align:right; line-height:normal; font-size:=
10pt"><span style=3D"font-family:'Times New Roman'">Aceptado: 20/10/2026 </=
span></p><p style=3D"margin-bottom:0pt; text-align:right; line-height:115%;=
 font-size:10pt"><span style=3D"font-family:'Times New Roman'">Publicado: 1=
0/11/2026</span></p><p style=3D"margin-bottom:0pt; text-align:right; line-h=
eight:115%; font-size:10pt"><span style=3D"font-family:'Times New Roman'; b=
ackground-color:#ffffff">DOI: </span><a href=3D"https://doi.org/10.33262/co=
ncienciadigital.v9i4.3813" style=3D"text-decoration:none"><span class=3D"Hy=
perlink" style=3D"font-family:'Times New Roman'; font-weight:bold; backgrou=
nd-color:#ffffff">https://doi.org/10.33262/concienciadigital.v9i4.3813</spa=
n></a><span style=3D"font-family:'Times New Roman'; background-color:#fffff=
f"> </span></p></td></tr><tr style=3D"height:3.5pt"><td colspan=3D"7" style=
=3D"width:151.1pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margi=
n-bottom:0pt; line-height:115%; font-size:10pt"><span style=3D"font-family:=
'Times New Roman'; color:#0000ff">&#xa0;</span></p></td><td colspan=3D"2" s=
tyle=3D"width:264.45pt; border-top:0.75pt solid #000000; border-bottom:0.75=
pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin=
-bottom:0pt; text-align:justify; line-height:115%; font-size:10pt"><span st=
yle=3D"font-family:'Times New Roman'">&#xa0;</span></p></td></tr><tr><td st=
yle=3D"width:52pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; vert=
ical-align:top"><p style=3D"margin-bottom:0pt; text-align:justify; line-hei=
ght:115%; font-size:10pt"><span style=3D"font-family:'Times New Roman'">&#x=
a0;</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-heigh=
t:115%; font-size:10pt"><span style=3D"font-family:'Times New Roman'">C=C3=
=ADtese: </span></p></td><td style=3D"width:10.35pt; border-top:0.75pt soli=
d #000000; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom=
:0pt; text-align:justify; line-height:115%; font-size:10pt"><span style=3D"=
font-family:'Times New Roman'">&#xa0;</span></p></td><td colspan=3D"6" styl=
e=3D"width:337.8pt; border-top:0.75pt solid #000000; padding:0pt 5.4pt; ver=
tical-align:top"><p style=3D"margin-bottom:0pt; text-align:justify; line-he=
ight:115%; font-size:10pt"><span style=3D"font-family:'Times New Roman'">&#=
xa0;</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-heig=
ht:115%; font-size:10pt"><span style=3D"font-family:'Times New Roman'">Pesa=
=CC=81ntez Vicun=CC=83aS. F., Verdugo Alvarado, A. S., Escand=C3=B3n Morale=
s, M. S., &amp; I=C3=B1iguez Quizhpi, S. V. (2026). Patrones de consumo, me=
zcla comercial y comportamiento del consumidor en plazas comerciales de pro=
ximidad: evidencia emp=C3=ADrica de Cuenca, Ecuador. ConcienciaDigital, 9(4=
), 191-215. </span><a href=3D"https://doi.org/10.33262/concienciadigital.v9=
i4.3813" style=3D"text-decoration:none"><span class=3D"Hyperlink" style=3D"=
font-family:'Times New Roman'">https://doi.org/10.33262/concienciadigital.v=
9i4.3813</span></a></p><p style=3D"margin-bottom:0pt; text-align:justify; l=
ine-height:115%; font-size:10pt"><span style=3D"font-family:'Times New Roma=
n'">&#xa0;</span></p></td><td style=3D"border-top:0.75pt solid #000000; pad=
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ight=3D"34" alt=3D"editorial1.png" style=3D"margin-top:52.75pt; margin-left=
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an'">&#xa0;</span></p></td><td style=3D"width:10.35pt; padding:0pt 5.4pt; v=
ertical-align:top"><p style=3D"margin-bottom:0pt; text-align:center; line-h=
eight:115%; font-size:10pt"><span style=3D"font-family:'Times New Roman'">&=
#xa0;</span></p></td><td colspan=3D"6" style=3D"width:337.8pt; padding:0pt =
5.4pt; vertical-align:top"><div style=3D"border-top:0.75pt solid #000000; b=
order-bottom:0.75pt solid #000000; clear:both"><p style=3D"margin-bottom:0p=
t; text-align:justify; line-height:115%; padding-top:1pt; font-size:10pt"><=
span style=3D"line-height:115%; font-family:'Times New Roman'; font-size:8p=
t; font-weight:bold; font-style:italic">CONCIENCIA DIGITAL, </span><span st=
yle=3D"line-height:115%; font-family:'Times New Roman'; font-size:8pt; font=
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New Roman'; font-size:8pt">s una revista multidisciplinar, </span><span sty=
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:'Times New Roman'; font-size:8pt"> que se publicar=C3=A1 en soporte electr=
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Times New Roman'; font-size:8pt; font-weight:bold">misi=C3=B3n </span><span=
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ontribuir a la</span><span style=3D"line-height:115%; font-family:'Times Ne=
w Roman'; font-size:8pt">&#xa0;</span><span style=3D"line-height:115%; font=
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a que sean capaces de exponer sus resultados investigativos y cient=C3=ADfi=
cos en la misma medida que se promueva mediante su intervenci=C3=B3n cambio=
s positivos en la sociedad. </span><a href=3D"https://concienciadigital.org=
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ly:'Times New Roman'; font-size:8pt">La revista es editada por la Editorial=
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=3D=3D" width=3D"77" height=3D"28" alt=3D"" style=3D"margin-top:0.15pt; mar=
gin-left:0pt; position:absolute" /></span><span style=3D"font-family:'Times=
 New Roman'">&#xa0;</span></p></td><td style=3D"width:10.35pt; border-botto=
m:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><p style=3D"=
margin-bottom:0pt; text-align:center; line-height:115%; font-size:10pt"><sp=
an style=3D"font-family:'Times New Roman'">&#xa0;</span></p></td><td colspa=
n=3D"6" style=3D"width:337.8pt; border-bottom:0.75pt solid #000000; padding=
:0pt 5.4pt; vertical-align:top"><p style=3D"margin-bottom:0pt; text-align:j=
ustify; line-height:115%; font-size:10pt"><span style=3D"line-height:115%; =
font-family:'Times New Roman'; font-size:8pt">Esta revista est=C3=A1 proteg=
ida bajo una licencia Creative Commons Atribuci=C3=B3n-NoComercial-Comparti=
rIgual 4.0 International. Copia de la licencia: </span><a href=3D"https://c=
reativecommons.org/licenses/by-nc-sa/4.0/deed.es" style=3D"text-decoration:=
none"><span style=3D"line-height:115%; font-family:'Times New Roman'; font-=
size:8pt; text-decoration:underline; color:#0563c1">https://creativecommons=
.org/licenses/by-nc-sa/4.0/deed.es</span></a><span style=3D"line-height:115=
%; font-family:'Times New Roman'; font-size:8pt"> </span></p></td><td style=
=3D"padding:0pt; vertical-align:top"></td></tr><tr><td colspan=3D"4" style=
=3D"width:101.1pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margi=
n-bottom:0pt; line-height:115%; font-size:12pt"><span style=3D"font-family:=
'Times New Roman'; font-weight:bold">Palabras claves: </span></p><p style=
=3D"margin-bottom:0pt; line-height:115%; font-size:12pt"><span style=3D"fon=
t-family:'Times New Roman'">Plazas comerciales, </span><span style=3D"font-=
family:'Times New Roman'; font-style:italic">strip malls</span><span style=
=3D"font-family:'Times New Roman'">, geograf=C3=ADa urbana, comportamiento =
del consumidor, </span><span style=3D"font-family:'Times New Roman'; font-s=
tyle:italic">tenant mix</span><span style=3D"font-family:'Times New Roman'"=
>, apropiaci=C3=B3n socio espacial, ciudades intermedias.</span></p><p styl=
e=3D"margin-bottom:0pt; line-height:115%; font-size:12pt"><span style=3D"fo=
nt-family:'Times New Roman'">&#xa0;</span></p></td><td colspan=3D"2" style=
=3D"width:0.7pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"margin-=
bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span sty=
le=3D"font-family:'Times New Roman'">&#xa0;</span></p></td><td colspan=3D"2=
" style=3D"width:298.35pt; border-top:0.75pt solid #000000; border-bottom:0=
.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><p style=3D"mar=
gin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span=
 style=3D"font-family:'Times New Roman'; font-weight:bold; color:#767171">R=
esumen</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-he=
ight:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'; fo=
nt-weight:bold">Introducci=C3=B3n. </span><span style=3D"font-family:'Times=
 New Roman'">El estudio del comercio minorista perif=C3=A9rico e intermedio=
 suele quedar subordinado al paradigma hegem=C3=B3nico del centro comercial=
 regional (</span><span style=3D"font-family:'Times New Roman'; font-style:=
italic">shopping mall</span><span style=3D"font-family:'Times New Roman'">)=
, visibilizando una brecha anal=C3=ADtica respecto a la especificidad socio=
espacial de las plazas comerciales intermedias (</span><span style=3D"font-=
family:'Times New Roman'; font-style:italic">strip malls</span><span style=
=3D"font-family:'Times New Roman'">) en ciudades de escala media. </span><s=
pan style=3D"font-family:'Times New Roman'; font-weight:bold">Objetivo.</sp=
an><span style=3D"font-family:'Times New Roman'"> Caracterizar y contrastar=
 emp=C3=ADricamente los patrones socioconductuales de los usuarios, la efic=
iencia operativa de la mezcla de inquilinos (</span><span style=3D"font-fam=
ily:'Times New Roman'; font-style:italic">tenant mix</span><span style=3D"f=
ont-family:'Times New Roman'">), los modos de apropiaci=C3=B3n espacial y l=
as respuestas socio-sensoriales en una muestra tipol=C3=B3gica de siete pla=
zas comerciales en Cuenca, Ecuador. </span><span style=3D"font-family:'Time=
s New Roman'; font-weight:bold">Metodolog=C3=ADa. </span><span style=3D"fon=
t-family:'Times New Roman'">Mediante un dise=C3=B1o cualitativo de corte de=
scriptivo-anal=C3=ADtico, se implement=C3=B3 un protocolo de observaci=C3=
=B3n estructurada no participante sobre 5.318 unidades muestrales en siete =
nodos comerciales (Santa Ana, Wayra, Soleil, 33, Ocho, Challuabamba y Roma)=
. El levantamiento se estratific=C3=B3 temporalmente en tres franjas horari=
as (ma=C3=B1ana, tarde y noche) e instrumentaliz=C3=B3 a trav=C3=A9s de sei=
s dimensiones anal=C3=ADticas interrelacionadas. </span><span style=3D"font=
-family:'Times New Roman'; font-weight:bold">Resultados.</span><span style=
=3D"font-family:'Times New Roman'"> Los hallazgos revelan una marcada predo=
minancia de patrones de visita individuales (40,2%) y di=C3=A1dicos (36,1%)=
, articulados primordialmente en torno a actividades gastron=C3=B3micas (57=
,7%) y de abastecimiento/servicios financieros (21,4%). Se identific=C3=B3 =
una taxonom=C3=ADa funcional bien diferenciada: nodos de alta concentraci=
=C3=B3n gastron=C3=B3mica (Soleil, Ocho), configuraciones orientadas a serv=
icios de conveniencia (Challuabamba) y nodos multiprop=C3=B3sito caracteriz=
ados por una elevada circulaci=C3=B3n multimarca (Roma, 45,8%). No obstante=
, la tasa de transacci=C3=B3n en la ubicaci=C3=B3n primaria se mantuvo elev=
ada de manera uniforme en toda la muestra (87,9% en promedio), evidenciando=
 patrones de desplazamiento de car=C3=A1cter predominantemente utilitario. =
</span><span style=3D"font-family:'Times New Roman'; font-weight:bold">Conc=
lusi=C3=B3n.</span><span style=3D"font-family:'Times New Roman'"> Las plaza=
s comerciales operan como nodos socio espaciales heterog=C3=A9neos donde la=
 capacidad intr=C3=ADnseca de atracci=C3=B3n de flujo no deviene autom=C3=
=A1ticamente en din=C3=A1micas de circulaci=C3=B3n cruzada o sinergia inter=
-local. La interacci=C3=B3n entre la arquitectura morfol=C3=B3gica, la dive=
rsidad funcional y la curadur=C3=ADa del </span><span style=3D"font-family:=
'Times New Roman'; font-style:italic">tenant mix</span><span style=3D"font-=
family:'Times New Roman'"> condiciona de manera determinante la transici=C3=
=B3n de estos espacios desde meros centros de transacci=C3=B3n funcional ha=
cia verdaderos "terceros lugares" de sociabilidad urbana. </span><span styl=
e=3D"font-family:'Times New Roman'; font-weight:bold">=C3=81rea de estudio =
general:</span><span style=3D"font-family:'Times New Roman'"> Geograf=C3=AD=
a Urbana / Arquitectura Comercial. </span><span style=3D"font-family:'Times=
 New Roman'; font-weight:bold">=C3=81rea de estudio espec=C3=ADfica:</span>=
<span style=3D"font-family:'Times New Roman'"> Estudios de Retail y Comport=
amiento del Consumidor. </span><span style=3D"font-family:'Times New Roman'=
; font-weight:bold">Tipo de estudio:</span><span style=3D"font-family:'Time=
s New Roman'"> Art=C3=ADculo original.</span></p></td><td style=3D"padding:=
0pt; vertical-align:top"></td></tr><tr style=3D"height:28.2pt"><td colspan=
=3D"3" style=3D"width:98.85pt; padding:0pt 5.4pt; vertical-align:top"><p st=
yle=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:1=
2pt"><span style=3D"font-family:'Times New Roman'; font-weight:bold">Keywor=
ds: </span></p><p style=3D"margin-bottom:0pt; line-height:115%; font-size:1=
2pt"><span style=3D"font-family:'Times New Roman'; letter-spacing:-0.1pt">C=
ommercial plazas, </span></p><p style=3D"margin-bottom:0pt; line-height:115=
%; font-size:12pt"><span style=3D"font-family:'Times New Roman'; letter-spa=
cing:-0.1pt">strip malls, urban geography, consumer behavior, </span></p><p=
 style=3D"margin-bottom:0pt; line-height:115%; font-size:12pt"><span style=
=3D"font-family:'Times New Roman'; letter-spacing:-0.1pt">tenant mix, socio=
-spatial appropriation, intermediate cities.</span></p></td><td colspan=3D"=
2" style=3D"width:1pt; padding:0pt 5.4pt; vertical-align:top"><p style=3D"m=
argin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><sp=
an style=3D"font-family:'Times New Roman'">&#xa0;</span></p></td><td colspa=
n=3D"3" style=3D"width:300.3pt; border-top:0.75pt solid #000000; border-bot=
tom:0.75pt solid #000000; padding:0pt 5.4pt; vertical-align:top"><p style=
=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt=
"><span style=3D"font-family:'Times New Roman'; font-weight:bold; color:#76=
7171">Abstract</span></p><p style=3D"margin-bottom:0pt; text-align:justify;=
 line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Ro=
man'; font-weight:bold">Introduction. </span><span style=3D"font-family:'Ti=
mes New Roman'">Research on intermediate retail urban forms frequently suff=
ers from analytical subsumption under the regional shopping mall paradigm, =
obscuring the unique socio-spatial dynamics of intermediate commercial plaz=
as (strip malls) within medium-sized cities. Objective. To characterize and=
 empirically contrast user socio-behavioral patterns, tenant mix operationa=
l efficiency, spatial appropriation modes, and socio-sensory responses acro=
ss a representative sample of commercial plazas in Cuenca, Ecuador. </span>=
<span style=3D"font-family:'Times New Roman'; font-weight:bold">Methodology=
.</span><span style=3D"font-family:'Times New Roman'"> Employing a descript=
ive-analytical qualitative design, a non-participant structured observation=
 protocol was executed across 5,318 sampling units in seven commercial node=
s (Santa Ana, Wayra, Soleil, 33, Ocho, Challuabamba, and Roma). Data collec=
tion was temporally stratified into three daily timeframes (morning, aftern=
oon, and evening) and operationalized across six interconnected analytical =
dimensions. </span><span style=3D"font-family:'Times New Roman'; font-weigh=
t:bold">Results.</span><span style=3D"font-family:'Times New Roman'"> Empir=
ical findings demonstrate a clear dominance of individual (40.2%) and dual-=
person visits (36.1%), primarily structured around gastronomic consumption =
(57.7%) and financial/convenience services (21.4%). Distinct functional typ=
ologies emerged: highly concentrated gastronomic hubs (Soleil, Ocho), conve=
nience/service-oriented developments (Challuabamba), and multi-purpose node=
s featuring elevated multi-brand circulation rates (Roma, 45.8%). Furthermo=
re, first-location transaction completion remained uniformly high across al=
l sites (87.9% average), indicating highly target-driven mobility patterns.=
 </span><span style=3D"font-family:'Times New Roman'; font-weight:bold">Con=
clusion.</span><span style=3D"font-family:'Times New Roman'"> Commercial pl=
azas function as heterogeneous socio-spatial nodes wherein baseline traffic=
 generation capacity does not automatically induce internal cross-circulati=
on or tenant synergy. The interplay of spatial layout, functional diversity=
, and tenant mix curation critically governs the transition of these enviro=
nments from purely utilitarian transaction centers into sociopetal "third p=
laces" for urban interaction. General </span><span style=3D"font-family:'Ti=
mes New Roman'; font-weight:bold">Area of Study:</span><span style=3D"font-=
family:'Times New Roman'"> Urban Geography / Commercial Architecture. </spa=
n><span style=3D"font-family:'Times New Roman'; font-weight:bold">Specific =
Area of Study:</span><span style=3D"font-family:'Times New Roman'"> Retail =
Studies and Consumer Behavior. </span><span style=3D"font-family:'Times New=
 Roman'; font-weight:bold">Type of study:</span><span style=3D"font-family:=
'Times New Roman'"> Original article.</span></p><p style=3D"margin-bottom:0=
pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"fo=
nt-family:'Times New Roman'; color:#333333">&#xa0;</span></p></td><td style=
=3D"padding:0pt; vertical-align:top"></td></tr><tr style=3D"height:0pt"><td=
 style=3D"width:62.8pt"></td><td style=3D"width:21.15pt"></td><td style=3D"=
width:25.7pt"></td><td style=3D"width:2.25pt"></td><td style=3D"width:9.55p=
t"></td><td style=3D"width:1.95pt"></td><td style=3D"width:38.5pt"></td><td=
 style=3D"width:270.65pt"></td><td style=3D"width:4.6pt"></td></tr></table>=
<p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-s=
ize:12pt"><span style=3D"font-family:'Times New Roman'; font-weight:bold">&=
#xa0;</span></p><p class=3D"ListParagraph" style=3D"margin-top:12pt; margin=
-left:21.3pt; margin-bottom:12pt; text-indent:-18pt; text-align:justify; fo=
nt-size:12pt"><span><span style=3D"font-weight:bold">1.</span></span><span =
style=3D"width:9pt; font:7pt 'Times New Roman'; display:inline-block">&#xa0=
;&#xa0;&#xa0;&#xa0;&#xa0; </span><a id=3D"_heading_h.mefr0ty6bmtz"></a><spa=
n style=3D"font-weight:bold">Introducci=C3=B3n</span></p><p style=3D"margin=
-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span st=
yle=3D"font-family:'Times New Roman'">En la geograf=C3=ADa urbana contempor=
=C3=A1nea, el estudio de los espacios de consumo ha transitado desde un enf=
oque meramente funcional y economicista hacia an=C3=A1lisis multidimensiona=
les donde convergen la arquitectura, la sociolog=C3=ADa del espacio y el co=
mportamiento del consumidor. En este panorama, las "plazas comerciales" com=
prendidas como desarrollos inmobiliarios de escala intermedia, de arquitect=
ura abierta o abierta/cerrada, articulados en torno a estacionamientos fron=
tales o accesos directos y orientados a la proximidad (a menudo categorizad=
os en la literatura anglosajona como </span><span style=3D"font-family:'Tim=
es New Roman'; font-style:italic">strip malls</span><span style=3D"font-fam=
ily:'Times New Roman'"> o </span><span style=3D"font-family:'Times New Roma=
n'; font-style:italic">convenience centers</span><span style=3D"font-family=
:'Times New Roman'">) proliferando vertiginosamente en las periferias y cor=
redores consolidados de las ciudades intermedias del Global South. Sin emba=
rgo, la teor=C3=ADa cr=C3=ADtica sobre el espacio comercial tendi=C3=B3 a h=
omogeneizar estos formatos dentro del paradigma del gran centro comercial r=
egional (</span><span style=3D"font-family:'Times New Roman'; font-style:it=
alic">shopping mall</span><span style=3D"font-family:'Times New Roman'">), =
ignorando que su menor escala, su configuraci=C3=B3n morfol=C3=B3gica y sus=
 din=C3=A1micas de accesibilidad imponen patrones de uso, apropiaci=C3=B3n =
e interacci=C3=B3n mercantil fundamentalmente diferenciados.</span></p><p s=
tyle=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:=
12pt"><span style=3D"font-family:'Times New Roman'">Frente a esta brecha ep=
istemol=C3=B3gica, la presente investigaci=C3=B3n propone un marco anal=C3=
=ADtico integral para aprehender la complejidad ontol=C3=B3gica y socioespa=
cial de la plaza comercial moderna. Para evitar reduccionismos disciplinare=
s, el fen=C3=B3meno se desglosa e interpela a trav=C3=A9s de cinco dimensio=
nes anal=C3=ADticas interrelacionadas:</span></p><p class=3D"ListParagraph"=
 style=3D"text-indent:-18pt; text-align:justify; font-size:12pt"><span styl=
e=3D"font-style:italic"><span>1.1.</span></span><span style=3D"font-style:i=
talic"> Dimensi=C3=B3n antropol=C3=B3gica-sociocultural: la problematizaci=
=C3=B3n del "tercer lugar" </span></p><p style=3D"margin-bottom:0pt; text-a=
lign:justify; line-height:115%; font-size:12pt"><span style=3D"font-family:=
'Times New Roman'">A partir de la formulaci=C3=B3n seminal de Oldenburg (19=
89) el concepto de </span><span style=3D"font-family:'Times New Roman'; fon=
t-style:italic">third place</span><span style=3D"font-family:'Times New Rom=
an'"> define aquellos entornos socio p=C3=BAblicos distintos al hogar y al =
trabajo que fomentan la sociabilidad informal, la neutralidad, la inclusivi=
dad y el apego afectivo al lugar. No obstante, la traslaci=C3=B3n acr=C3=AD=
tica de este concepto a los espacios comerciales contempor=C3=A1neos exige =
sospecha te=C3=B3rica. Si bien autores contempor=C3=A1neos sugieren que los=
 entornos de consumo modernos pueden actuar como suced=C3=A1neos comunitari=
os, en las plazas comerciales de menor escala la condici=C3=B3n de "tercer =
lugar" no puede asumirse </span><span style=3D"font-family:'Times New Roman=
'; font-style:italic">a priori</span><span style=3D"font-family:'Times New =
Roman'"> como un atributo intr=C3=ADnseco. La interacci=C3=B3n social en es=
tos formatos fluctuar=C3=ADa en un espectro tenso que va desde el encuentro=
 comunitario genuino hasta la mera transitoriedad instrumental y el "no-lug=
ar" descrito por Aug=C3=A9 (1992). La evaluaci=C3=B3n emp=C3=ADrica de esta=
s din=C3=A1micas de sociabilidad y estancia hed=C3=B3nica constituye, por t=
anto, una necesidad anal=C3=ADtica primordial.</span></p><p class=3D"ListPa=
ragraph" style=3D"text-indent:-18pt; text-align:justify; font-size:12pt"><s=
pan style=3D"font-style:italic"><span>1.2.</span></span><span style=3D"font=
-style:italic"> Dimensi=C3=B3n urban=C3=ADstica-geogr=C3=A1fica: localizaci=
=C3=B3n, accesibilidad y entorno </span></p><p style=3D"margin-bottom:0pt; =
text-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-f=
amily:'Times New Roman'">Desde la perspectiva de la geograf=C3=ADa urbana y=
 la teor=C3=ADa de localizaci=C3=B3n comercial, las plazas de proximidad re=
sponden a un patr=C3=B3n de sutura en la trama urbana. Su viabilidad no res=
ide =C3=BAnicamente en la densidad poblacional del =C3=A1rea de captaci=C3=
=B3n (</span><span style=3D"font-family:'Times New Roman'; font-style:itali=
c">trade area</span><span style=3D"font-family:'Times New Roman'">), sino e=
n su capacidad de insertarse en flujos vehiculares y peatonales cotidianos.=
 La configuraci=C3=B3n espacial exterior, la visibilidad desde las arterias=
 viales primarias y la facilidad de transici=C3=B3n entre el flujo vehicula=
r y el espacio peatonal condicionan radicalmente la frecuencia de visita y =
los patrones de fricci=C3=B3n espacial descritos en la teor=C3=ADa del luga=
r central y en los modelos de gravedad comercial.</span></p><p class=3D"Lis=
tParagraph" style=3D"text-indent:-18pt; text-align:justify; font-size:12pt"=
><span style=3D"font-style:italic"><span>1.3.</span></span><span style=3D"f=
ont-weight:bold"> </span><span style=3D"font-style:italic">Dimensi=C3=B3n e=
con=C3=B3mica-inmobiliaria: mezcla de inquilinos (tenant mix) y atracci=C3=
=B3n comercial </span></p><p style=3D"margin-bottom:0pt; text-align:justify=
; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New R=
oman'">El rendimiento comercial y la vitalidad urbana de una plaza dependen=
 cr=C3=ADticamente de la curadur=C3=ADa de su oferta funcional. Apoy=C3=A1n=
dose en las formulaciones de Kirkup &amp; Rafiq (1994), as=C3=AD como en lo=
s estudios sobre atracci=C3=B3n comercial y anclaje, la complementariedad e=
ntre los comercios ancla (supermercados, farmacias, gimnasios) y las tienda=
s sat=C3=A9lites determina la capacidad del complejo para generar econom=C3=
=ADas de aglomeraci=C3=B3n. Un </span><span style=3D"font-family:'Times New=
 Roman'; font-style:italic">tenant mix</span><span style=3D"font-family:'Ti=
mes New Roman'"> estrat=C3=A9gico no solo minimiza la competencia intra-pla=
za, sino que maximiza el comportamiento de compra multimarca y la sinergia =
funcional, transformando visitas monotarea en circuitos de consumo de uso m=
=C3=BAltiple.</span></p><p class=3D"ListParagraph" style=3D"text-indent:-18=
pt; text-align:justify; font-size:12pt"><span><span style=3D"font-style:ita=
lic">1.4.</span></span><span style=3D"font-style:italic"> Dimensi=C3=B3n me=
rcadot=C3=A9cnica-comportamental: motivaciones de consumo y din=C3=A1micas =
de tr=C3=A1fico</span><span> </span></p><p style=3D"margin-bottom:0pt; text=
-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-famil=
y:'Times New Roman'">El comportamiento del consumidor en el espacio f=C3=AD=
sico se articula sobre una dualidad motivacional: las b=C3=BAsquedas utilit=
arias, eficiencia, conveniencia, optimizaci=C3=B3n del tiempo, frente a las=
 b=C3=BAsquedas hed=C3=B3nicas, exploraci=C3=B3n, entretenimiento, evasi=C3=
=B3n y estatus. La plaza comercial de proximidad es habitualmente catalogad=
a como un nodo de consumo utilitario. Sin embargo, la incorporaci=C3=B3n de=
 ofertas gastron=C3=B3micas, espacios al aire libre y dise=C3=B1o de experi=
encia sugiere la coexistencia de impulsos de compra no planificados y perma=
nencias prolongadas, retando las suposiciones tradicionales sobre la veloci=
dad de rotaci=C3=B3n del tr=C3=A1fico peatonal en estos formatos.</span></p=
><p class=3D"ListParagraph" style=3D"text-indent:-18pt; text-align:justify;=
 font-size:12pt"><span><span style=3D"font-style:italic">1.5.</span></span>=
<span style=3D"font-style:italic"> Dimensi=C3=B3n arquitect=C3=B3nica-f=C3=
=ADsica: el servicescape y la configuraci=C3=B3n socioespacial</span></p><p=
 style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-siz=
e:12pt"><span style=3D"font-family:'Times New Roman'">La dimensi=C3=B3n mat=
erial y sensorial del espacio es operacionalizada a trav=C3=A9s del modelo =
del </span><span style=3D"font-family:'Times New Roman'; font-style:italic"=
>servicescape</span><span style=3D"font-family:'Times New Roman'"> acu=C3=
=B1ado por Bitner (1992) el cual postula que las condiciones ambientales (i=
luminaci=C3=B3n, ac=C3=BAstica), la distribuci=C3=B3n espacial/funcional y =
los elementos sint=C3=A1cticos y decorativos afectan directamente las respu=
estas cognitivas, emocionales y comportamentales de los usuarios. En la pla=
za comercial, la arquitectura act=C3=BAa como un dispositivo de mediaci=C3=
=B3n socioespacial: la porosidad de los frentes comerciales, la presencia d=
e infraestructura de sombra o mobiliario urbano y la relaci=C3=B3n entre la=
 circulaci=C3=B3n peatonal y el parqueadero configuran un entorno propicio =
para la permanencia o, por el contrario, un espacio de expulsi=C3=B3n r=C3=
=A1pida.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-=
height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">=
Sintetizando la convergencia de estas cinco dimensiones, para efectos de es=
te estudio se define a la </span><span style=3D"font-family:'Times New Roma=
n'; font-weight:bold">plaza comercial</span><span style=3D"font-family:'Tim=
es New Roman'"> como:</span></p><p style=3D"margin-bottom:0pt; text-align:j=
ustify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times=
 New Roman'; font-style:italic">Un desarrollo inmobiliario-comercial de esc=
ala peque=C3=B1a o mediana, caracterizado por una configuraci=C3=B3n arquit=
ect=C3=B3nica mayoritariamente abierta o semia abierta, accesibilidad vehic=
ular frontal o integrada directamente a v=C3=ADas de circulaci=C3=B3n, y un=
a mezcla de inquilinos (tenant mix) intencionalmente curada que combina ser=
vicios de conveniencia, comercio minorista y oferta gastron=C3=B3mica/de oc=
io. Su prop=C3=B3sito socioespacial reside en capturar flujos de proximidad=
, funcionando como un nodo h=C3=ADbrido entre la transacci=C3=B3n utilitari=
a cotidiana y la eventual emergencia de din=C3=A1micas de sociabilidad de "=
tercer lugar".</span></p><p style=3D"margin-bottom:0pt; text-align:justify;=
 line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Ro=
man'">El objetivo central de este art=C3=ADculo es caracterizar y contrasta=
r emp=C3=ADricamente las din=C3=A1micas comportamentales, la eficiencia del=
 </span><span style=3D"font-family:'Times New Roman'; font-style:italic">te=
nant mix</span><span style=3D"font-family:'Times New Roman'">, la apropiaci=
=C3=B3n del espacio y las respuestas sensoriales de los usuarios en una mue=
stra representativa de plazas comerciales en el contexto urbano intermedio =
de Cuenca, Ecuador. A trav=C3=A9s de un abordaje observacional y anal=C3=AD=
tico estructurado en estas dimensiones, se busca aportar evidencia cuali-cu=
antitativa que supere las visiones reduccionistas sobre el comercio de prox=
imidad y provea insumos te=C3=B3rico-pr=C3=A1cticos para el dise=C3=B1o urb=
ano, la gesti=C3=B3n inmobiliaria y la planificaci=C3=B3n comercial contemp=
or=C3=A1nea.</span></p><p class=3D"ListParagraph" style=3D"margin-top:12pt;=
 margin-left:21.3pt; margin-bottom:12pt; text-indent:-18pt; font-size:12pt"=
><span><span style=3D"font-weight:bold">2.</span></span><span style=3D"widt=
h:9pt; font:7pt 'Times New Roman'; display:inline-block">&#xa0;&#xa0;&#xa0;=
&#xa0;&#xa0; </span><span style=3D"font-weight:bold; color:#767171">Metodol=
og=C3=ADa</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line=
-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'"=
>El estudio se desarroll=C3=B3 mediante un enfoque cualitativo, con un dise=
=C3=B1o descriptivo-anal=C3=ADtico basado en la observaci=C3=B3n estructura=
da no participante. Esta aproximaci=C3=B3n se seleccion=C3=B3 con el prop=
=C3=B3sito de examinar las caracter=C3=ADsticas espaciales, comerciales y s=
ocioculturales de las plazas estudiadas, as=C3=AD como los comportamientos =
e interacciones que se producen en estos espacios dentro de su contexto hab=
itual.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-he=
ight:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">La=
 elecci=C3=B3n del enfoque cualitativo respondi=C3=B3 a la naturaleza explo=
ratoria y contextual del objeto de estudio. Este tipo de investigaci=C3=B3n=
 permite aproximarse a los fen=C3=B3menos en situaciones naturales y profun=
dizar en sus caracter=C3=ADsticas, significados y particularidades contextu=
ales (S=C3=A1nchez et al., 2021). Asimismo, posibilita acceder a dimensione=
s particulares y emergentes de los fen=C3=B3menos sociales, reconociendo ma=
tices y elementos que pueden resultar menos accesibles mediante aproximacio=
nes exclusivamente cuantitativas (Varela &amp; Vives, 2016). En este sentid=
o, la investigaci=C3=B3n cualitativa resulta pertinente cuando se busca com=
prender en profundidad un fen=C3=B3meno y ampliar el conocimiento disponibl=
e sobre sus caracter=C3=ADsticas y condiciones espec=C3=ADficas (March et a=
l., 1999; Hern=C3=A1n-Garc=C3=ADa et al., 2021).</span></p><p style=3D"marg=
in-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span =
style=3D"font-family:'Times New Roman'">Esta elecci=C3=B3n metodol=C3=B3gic=
a tambi=C3=A9n estuvo determinada por el car=C3=A1cter exploratorio del est=
udio. Alonso et al. (2017) se=C3=B1alan que la investigaci=C3=B3n cualitati=
va de mercados resulta apropiada cuando la informaci=C3=B3n disponible sobr=
e el problema investigado es limitada o cuando la literatura existente no p=
roporciona un marco suficientemente desarrollado para abordar el fen=C3=B3m=
eno. En estas condiciones, el an=C3=A1lisis cualitativo permite identificar=
 caracter=C3=ADsticas, relaciones y variables emergentes susceptibles de se=
r consideradas en investigaciones posteriores (Alonso et al., 2017). De man=
era complementaria, Hamui (2016) destaca la utilidad de los estudios cualit=
ativos para examinar las cualidades, significados e interpretaciones vincul=
adas con componentes espec=C3=ADficos de un contexto.</span></p><p class=3D=
"ListParagraph" style=3D"text-indent:-18pt; text-align:justify; font-size:1=
2pt"><span style=3D"font-style:italic"><span>2.1.</span></span><span style=
=3D"font-style:italic"> Selecci=C3=B3n de las unidades de an=C3=A1lisis</sp=
an></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%;=
 font-size:12pt"><span style=3D"font-family:'Times New Roman'">Las unidades=
 de an=C3=A1lisis se seleccionaron mediante un muestreo intencional no prob=
abil=C3=ADstico, considerando criterios de homogeneidad tipol=C3=B3gica y r=
elevancia territorial. La selecci=C3=B3n respondi=C3=B3 al inter=C3=A9s por=
 estudiar establecimientos que compartieran caracter=C3=ADsticas funcionale=
s y espaciales comparables y que, al mismo tiempo, permitieran examinar dif=
erentes contextos territoriales dentro del cant=C3=B3n Cuenca.</span></p><p=
 style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-siz=
e:12pt"><span style=3D"font-family:'Times New Roman'">Se incluyeron siete p=
lazas comerciales correspondientes a formatos pr=C3=B3ximos a los denominad=
os </span><span style=3D"font-family:'Times New Roman'; font-style:italic">=
strip centers</span><span style=3D"font-family:'Times New Roman'"> o </span=
><span style=3D"font-family:'Times New Roman'; font-style:italic">convenien=
ce centers</span><span style=3D"font-family:'Times New Roman'">, caracteriz=
adas predominantemente por configuraciones abiertas o semiabiertas y por su=
 inserci=C3=B3n en entornos barriales o periurbanos. Las unidades seleccion=
adas fueron: Plaza Santa Ana, Wayra Plaza, Plaza Soleil, Plaza 33, Plaza 8,=
 Plaza Challuabamba y Plaza Roma.</span></p><p style=3D"margin-bottom:0pt; =
text-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-f=
amily:'Times New Roman'">El car=C3=A1cter intencional de la selecci=C3=B3n =
es consistente con la l=C3=B3gica del enfoque cualitativo adoptado, orienta=
do a profundizar en las caracter=C3=ADsticas de contextos concretos antes q=
ue a realizar inferencias estad=C3=ADsticas hacia una poblaci=C3=B3n de est=
ablecimientos. Como plantean Alonso et al. (2017) este tipo de aproximaci=
=C3=B3n permite explorar fen=C3=B3menos poco estudiados en contextos espec=
=C3=ADficos e identificar dimensiones relevantes para su comprensi=C3=B3n.<=
/span></p><p class=3D"ListParagraph" style=3D"text-indent:-18pt; text-align=
:justify; font-size:12pt"><span style=3D"font-style:italic"><span>2.2.</spa=
n></span><span> </span><span style=3D"font-style:italic">T=C3=A9cnicas e in=
strumentos de observaci=C3=B3n</span></p><p style=3D"margin-bottom:0pt; tex=
t-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fami=
ly:'Times New Roman'">La informaci=C3=B3n se obtuvo mediante observaci=C3=
=B3n estructurada no participante. Esta t=C3=A9cnica permiti=C3=B3 registra=
r directamente los comportamientos, interacciones y din=C3=A1micas de uso d=
el espacio mientras ocurr=C3=ADan, sin establecer interacci=C3=B3n entre lo=
s observadores y los usuarios de las plazas comerciales. Su utilizaci=C3=B3=
n se sustent=C3=B3 en la capacidad de la observaci=C3=B3n directa para capt=
ar comportamientos en el momento en que se producen, evitando la intermedia=
ci=C3=B3n de testimonios retrospectivos o documentos (Berm=C3=BAdez, 2017).=
</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:1=
15%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Para sis=
tematizar el levantamiento de informaci=C3=B3n se elabor=C3=B3 una gu=C3=AD=
a de observaci=C3=B3n estructurada. El instrumento permiti=C3=B3 establecer=
 criterios comunes para el registro de las caracter=C3=ADsticas observadas =
en las siete unidades de an=C3=A1lisis y organizar la informaci=C3=B3n desd=
e una perspectiva interdisciplinaria. La estructuraci=C3=B3n previa del ins=
trumento fue coherente con el prop=C3=B3sito descriptivo-anal=C3=ADtico del=
 estudio, puesto que permiti=C3=B3 registrar de manera organizada diferente=
s componentes del contexto y de las din=C3=A1micas observadas, aspectos cuy=
a identificaci=C3=B3n resulta relevante en investigaciones cualitativas ori=
entadas al an=C3=A1lisis de contextos espec=C3=ADficos (Hamui, 2016).</span=
></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; f=
ont-size:12pt"><span style=3D"font-family:'Times New Roman'">La gu=C3=ADa s=
e organiz=C3=B3 en seis dimensiones de an=C3=A1lisis:</span></p><ol style=
=3D"margin:0pt; padding-left:0pt"><li style=3D"margin-left:32pt; margin-bot=
tom:0pt; text-align:justify; line-height:115%; padding-left:4pt; font-famil=
y:'Times New Roman'; font-size:12pt"><span style=3D"font-style:italic">Dime=
nsi=C3=B3n antropol=C3=B3gica-sociocultural:</span><span> contempl=C3=B3 el=
 uso del espacio como lugar de encuentro, las din=C3=A1micas de socializaci=
=C3=B3n, la permanencia de los visitantes y las manifestaciones observables=
 de vinculaci=C3=B3n con el espacio.</span></li><li style=3D"margin-left:32=
pt; margin-bottom:0pt; text-align:justify; line-height:115%; padding-left:4=
pt; font-family:'Times New Roman'; font-size:12pt"><span style=3D"font-styl=
e:italic">Dimensi=C3=B3n urban=C3=ADstica-geogr=C3=A1fica:</span><span> con=
sider=C3=B3 las condiciones de accesibilidad, la conectividad con la trama =
urbana circundante y los flujos peatonales y vehiculares.</span></li><li st=
yle=3D"margin-left:32pt; margin-bottom:0pt; text-align:justify; line-height=
:115%; padding-left:4pt; font-family:'Times New Roman'; font-size:12pt"><sp=
an style=3D"font-style:italic">Dimensi=C3=B3n econ=C3=B3mica-inmobiliaria:<=
/span><span> registr=C3=B3 la composici=C3=B3n de la mezcla de arrendatario=
s (</span><span style=3D"font-style:italic">tenant mix</span><span>), la pr=
esencia o ausencia de establecimientos ancla y la diversificaci=C3=B3n de l=
a oferta comercial.</span></li><li style=3D"margin-left:32pt; margin-bottom=
:0pt; text-align:justify; line-height:115%; padding-left:4pt; font-family:'=
Times New Roman'; font-size:12pt"><span style=3D"font-style:italic">Dimensi=
=C3=B3n mercadot=C3=A9cnica-comportamental:</span><span> examin=C3=B3 eleme=
ntos del ambiente de servicio (</span><span style=3D"font-style:italic">ser=
vicescape</span><span>), est=C3=ADmulos visuales y sensoriales, as=C3=AD co=
mo patrones observables de comportamiento de los visitantes, particularment=
e aquellos asociados con el tr=C3=A1nsito por el establecimiento, la compra=
 racional o transaccional y las visitas de car=C3=A1cter hed=C3=B3nico o so=
cial.</span></li><li style=3D"margin-left:32pt; margin-bottom:0pt; text-ali=
gn:justify; line-height:115%; padding-left:4pt; font-family:'Times New Roma=
n'; font-size:12pt"><span style=3D"font-style:italic">Dimensi=C3=B3n arquit=
ect=C3=B3nica y de dise=C3=B1o f=C3=ADsico:</span><span> comprendi=C3=B3 la=
 configuraci=C3=B3n espacial (</span><span style=3D"font-style:italic">layo=
ut</span><span>), los patrones de circulaci=C3=B3n, la integraci=C3=B3n de =
las =C3=A1reas de estacionamiento y la disposici=C3=B3n de espacios abierto=
s y semiabiertos.</span></li><li style=3D"margin-left:32pt; margin-bottom:0=
pt; text-align:justify; line-height:115%; padding-left:4pt; font-family:'Ti=
mes New Roman'; font-size:12pt"><span style=3D"font-style:italic">Dimensi=
=C3=B3n metodol=C3=B3gica-cr=C3=ADtica:</span><span> incorpor=C3=B3 aspecto=
s relacionados con las condiciones en que se desarroll=C3=B3 cada observaci=
=C3=B3n, variaciones contextuales y notas de campo relevantes para la inter=
pretaci=C3=B3n posterior de los registros.</span></li></ol><p style=3D"marg=
in-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span =
style=3D"font-family:'Times New Roman'">La utilizaci=C3=B3n de una gu=C3=AD=
a estructurada permiti=C3=B3 mantener criterios comunes entre las distintas=
 unidades y momentos de observaci=C3=B3n, sin perder la posibilidad de regi=
strar particularidades contextuales. Esta combinaci=C3=B3n entre sistematiz=
aci=C3=B3n y sensibilidad al contexto resulta coherente con la investigaci=
=C3=B3n cualitativa, en la que interesa comprender las caracter=C3=ADsticas=
 espec=C3=ADficas y emergentes de los escenarios estudiados (Varela &amp; V=
ives, 2016; Hamui, 2016).</span></p><p class=3D"ListParagraph" style=3D"tex=
t-indent:-18pt; text-align:justify; font-size:12pt"><span><span style=3D"fo=
nt-style:italic">2.3.</span></span><span style=3D"font-style:italic"> Proce=
dimiento de recolecci=C3=B3n de informaci=C3=B3n</span></p><p style=3D"marg=
in-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span =
style=3D"font-family:'Times New Roman'">El trabajo de campo se realiz=C3=B3=
 en las siete plazas comerciales seleccionadas mediante observaciones distr=
ibuidas en tres franjas horarias: ma=C3=B1ana, de 10h00 a 12h00; tarde, de =
13h00 a 15h00; y noche, de 18h30 a 20h30. La distribuci=C3=B3n temporal se =
estableci=C3=B3 con el prop=C3=B3sito de registrar posibles variaciones en =
los flujos de visitantes, las formas de ocupaci=C3=B3n del espacio y las di=
n=C3=A1micas comerciales a lo largo del d=C3=ADa.</span></p><p style=3D"mar=
gin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span=
 style=3D"font-family:'Times New Roman'">La observaci=C3=B3n en diferentes =
momentos permiti=C3=B3 examinar el fen=C3=B3meno bajo distintas condiciones=
 de funcionamiento, evitando que la caracterizaci=C3=B3n de cada plaza depe=
ndiera exclusivamente de un =C3=BAnico momento de observaci=C3=B3n. Esta es=
trategia resulta congruente con el car=C3=A1cter contextual de la investiga=
ci=C3=B3n cualitativa, que procura estudiar los fen=C3=B3menos dentro de la=
s condiciones naturales en las que se producen (S=C3=A1nchez et al., 2021).=
</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:1=
15%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">El levan=
tamiento fue efectuado por parejas de observadores previamente capacitados,=
 quienes fueron asignados a las distintas plazas y franjas horarias. Antes =
del trabajo de campo se estandarizaron los criterios de aplicaci=C3=B3n de =
la gu=C3=ADa con la finalidad de reducir diferencias en la interpretaci=C3=
=B3n de sus categor=C3=ADas y mantener criterios homog=C3=A9neos de registr=
o.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height=
:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">La par=
ticipaci=C3=B3n de m=C3=A1s de un observador permiti=C3=B3 contrastar los r=
egistros obtenidos sobre una misma unidad de an=C3=A1lisis. Esta estrategia=
 se incorpor=C3=B3 para fortalecer la consistencia y autenticidad de la inf=
ormaci=C3=B3n producida, considerando que la calidad de la investigaci=C3=
=B3n cualitativa requiere reconocer la participaci=C3=B3n del investigador =
en la construcci=C3=B3n e interpretaci=C3=B3n de los datos y favorecer la p=
resencia de distintas perspectivas sobre el fen=C3=B3meno estudiado (Varela=
 &amp; Vives, 2016).</span></p><p class=3D"ListParagraph" style=3D"text-ind=
ent:-18pt; text-align:justify; font-size:12pt"><span style=3D"font-style:it=
alic"><span>2.4.</span></span><span> </span><span style=3D"font-style:itali=
c">Consideraciones =C3=A9ticas</span></p><p style=3D"margin-bottom:0pt; tex=
t-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fami=
ly:'Times New Roman'">La investigaci=C3=B3n se desarroll=C3=B3 bajo criteri=
os de no intervenci=C3=B3n, anonimato y respeto a la privacidad. Debido a q=
ue la t=C3=A9cnica empleada fue la observaci=C3=B3n no participante, los in=
vestigadores no establecieron contacto directo con los visitantes ni interv=
inieron en las actividades desarrolladas en las plazas comerciales.</span><=
/p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; fon=
t-size:12pt"><span style=3D"font-family:'Times New Roman'">Las observacione=
s se efectuaron en espacios de libre acceso al p=C3=BAblico y estuvieron di=
rigidas exclusivamente al registro de comportamientos, din=C3=A1micas colec=
tivas y caracter=C3=ADsticas f=C3=ADsicas y comerciales del entorno. No se =
recopilaron nombres, im=C3=A1genes, datos de contacto ni otros elementos qu=
e permitieran identificar individualmente a las personas observadas. Tampoc=
o se realizaron entrevistas, intervenciones experimentales o manipulaciones=
 de las condiciones habituales de funcionamiento de los establecimientos.</=
span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115=
%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Este proce=
dimiento permiti=C3=B3 mantener la observaci=C3=B3n dentro de las condicion=
es naturales en las que se desarrolla el fen=C3=B3meno estudiado, aspecto c=
onsistente con la aproximaci=C3=B3n cualitativa adoptada (S=C3=A1nchez et a=
l., 2021), al tiempo que se preserv=C3=B3 la privacidad de las personas pre=
sentes en los espacios analizados.</span></p><p class=3D"ListParagraph" sty=
le=3D"margin-top:12pt; margin-left:21.3pt; margin-bottom:12pt; text-indent:=
-18pt; text-align:justify; font-size:12pt"><span><span style=3D"font-weight=
:bold">3.</span></span><span style=3D"width:9pt; font:7pt 'Times New Roman'=
; display:inline-block">&#xa0;&#xa0;&#xa0;&#xa0;&#xa0; </span><span style=
=3D"font-weight:bold">Resultados </span></p><p style=3D"margin-bottom:0pt; =
text-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-f=
amily:'Times New Roman'">Los resultados obtenidos a partir del an=C3=A1lisi=
s de las observaciones realizadas en plazas comerciales de proximidad de Cu=
enca. Se examinan los patrones de visita, el comportamiento del consumidor,=
 las preferencias comerciales y la interacci=C3=B3n con el entorno, identif=
icando similitudes y diferencias que permiten comprender las caracter=C3=AD=
sticas de consumo y funcionamiento de estos espacios.</span></p><p class=3D=
"ListParagraph" style=3D"text-indent:-18pt; text-align:justify; font-size:1=
2pt"><span style=3D"font-style:italic"><span>3.1.</span></span><span style=
=3D"font-style:italic">Caracterizaci=C3=B3n general de las observaciones</s=
pan></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justif=
y; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New =
Roman'">El an=C3=A1lisis comprendi=C3=B3 un total de 5.318 observaciones re=
alizadas en seis plazas comerciales del cant=C3=B3n Cuenca. La mayor propor=
ci=C3=B3n correspondi=C3=B3 a Plaza Roma, con 1.642 registros que represent=
a el 30,9 %, seguida de Plaza Challuabamba, con 1.052 que representan el 19=
,8 %, Plaza Ocho, con 833 que representan el 15,7 %, Plaza Soleil, con 666 =
que representan el 12,5 %, Plaza 33, con 639 que representan el 12,0 %, y P=
laza Santa Ana, con 486 observaciones que representan el 9,1 %.</span></p><=
p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-h=
eight:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">L=
a distribuci=C3=B3n desigual del n=C3=BAmero de observaciones entre las pla=
zas hizo necesario privilegiar los porcentajes para establecer comparacione=
s entre ellas. Las frecuencias absolutas se utilizaron como referencia para=
 dimensionar el volumen de registros correspondiente a cada establecimiento=
.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:ju=
stify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times =
New Roman'">En t=C3=A9rminos generales, las observaciones evidenciaron un p=
redominio de visitas realizadas por personas solas o en grupos de dos integ=
rantes. De los 5.318 registros, 5.246 contaron con informaci=C3=B3n v=C3=A1=
lida sobre el tama=C3=B1o del grupo. Entre estos, 2.108 correspondieron a v=
isitantes individuales que representa el 40,2 % y 1.895 a grupos de dos per=
sonas que representa el 36,1 %. En conjunto, ambas modalidades representaro=
n el 76,3 % de las observaciones v=C3=A1lidas, mientras que los grupos de t=
res personas representaron el 13,2 % y aquellos conformados por cuatro inte=
grantes, el 6,6 %. Los grupos de cinco o m=C3=A1s personas tuvieron una pre=
sencia comparativamente reducida.</span></p><p style=3D"margin-left:3.3pt; =
margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><s=
pan style=3D"font-family:'Times New Roman'">Este patr=C3=B3n general, sin e=
mbargo, present=C3=B3 diferencias entre las plazas. Plaza Santa Ana mostr=
=C3=B3 la mayor concentraci=C3=B3n de visitas individuales, con 284 registr=
os de una sola persona, equivalentes al 58,4 % del total de observaciones d=
e esa plaza. El predominio de visitantes individuales tambi=C3=A9n se obser=
v=C3=B3 en Plaza Challuabamba, donde alcanzaron el 47,6 %, y en Plaza Roma,=
 con el 40,0 %.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt;=
 text-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-=
family:'Times New Roman'">Por el contrario, en Plaza Soleil la modalidad m=
=C3=A1s frecuente estuvo constituida por grupos de dos personas, con el 41,=
9 %, seguida de Plaza 33, con el 38,3 %, y Plaza Ocho, con el 37,9 %. En es=
tas tres plazas, las visitas en pareja superaron porcentualmente a las visi=
tas individuales. De esta forma, los resultados permiten diferenciar plazas=
 con un patr=C3=B3n predominantemente individual, como Santa Ana y Challuab=
amba, de aquellas donde las visitas de dos personas adquieren mayor importa=
ncia relativa.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; =
text-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-f=
amily:'Times New Roman'">A medida que aument=C3=B3 el tama=C3=B1o del grupo=
, la frecuencia disminuy=C3=B3 de manera consistente. Las observaciones cor=
respondientes a grupos de cinco o m=C3=A1s integrantes fueron minoritarias =
en todas las plazas, lo que evidencia que el uso observado de estos espacio=
s comerciales estuvo principalmente asociado con visitas individuales, en p=
areja o en peque=C3=B1os grupos.</span></p><p class=3D"ListParagraph" style=
=3D"text-indent:-18pt; text-align:justify; font-size:12pt"><span style=3D"f=
ont-style:italic"><span>3.2.</span></span><span style=3D"font-style:italic"=
> Composici=C3=B3n de las personas observadas</span></p><p style=3D"margin-=
left:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; font-s=
ize:12pt"><span style=3D"font-family:'Times New Roman'">La composici=C3=B3n=
 por sexo y presencia de ni=C3=B1os pudo compararse directamente entre Plaz=
a 33, Soleil, Challuabamba, Roma y Ocho. Plaza Santa Ana present=C3=B3 una =
estructura de registro diferente, debido a que su ficha resumida clasifica =
=C3=BAnicamente las observaciones en hombre, mujer y sin registro, sin cont=
abilizar ni=C3=B1os como una categor=C3=ADa equivalente a la utilizada en l=
as restantes plazas. Por esta raz=C3=B3n, sus resultados no fueron incorpor=
ados en la comparaci=C3=B3n agregada de esta variable.</span></p><p style=
=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-height:1=
15%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">En Plaza=
 33 se registraron 1.357 personas: el 50,3 % correspondi=C3=B3 a mujeres, e=
l 39,6 % a hombres y el 10,1 % a ni=C3=B1os. En Soleil, de 1.568 personas o=
bservadas, las mujeres representaron el 51,8 %, los hombres el 41,3 % y los=
 ni=C3=B1os el 7,0 %. Plaza Roma present=C3=B3 una distribuci=C3=B3n simila=
r, con 47,4 % de mujeres, 40,1 % de hombres y 12,4 % de ni=C3=B1os.</span><=
/p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; li=
ne-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman=
'">Plaza Ocho present=C3=B3 la mayor proporci=C3=B3n relativa de mujeres en=
tre las cinco plazas comparables, con el 53,9 %, frente al 39,3 % de hombre=
s y el 6,8 % de ni=C3=B1os. Challuabamba constituy=C3=B3 la principal difer=
encia respecto de este patr=C3=B3n, debido a que los hombres representaron =
el grupo m=C3=A1s frecuente, con el 46,6 %, mientras que las mujeres consti=
tuyeron el 41,6 % y los ni=C3=B1os el 11,8 %.</span></p><p style=3D"margin-=
left:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; font-s=
ize:12pt"><span style=3D"font-family:'Times New Roman'">La presencia de ni=
=C3=B1os tambi=C3=A9n mostr=C3=B3 variaciones entre plazas. Los porcentajes=
 m=C3=A1s elevados se observaron en Roma con 12,4 % y Challuabamba con 11,8=
 %, seguidos de Plaza 33 con 10,1 %. En contraste, Soleil con 7,0 % y Plaza=
 Ocho con 6,8 % presentaron menores proporciones.</span></p><p style=3D"mar=
gin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; fo=
nt-size:12pt"><span style=3D"font-family:'Times New Roman'">Por tanto, aunq=
ue en cuatro de las cinco plazas comparables predomin=C3=B3 la presencia fe=
menina, la estructura observada no fue homog=C3=A9nea. Challuabamba present=
=C3=B3 una composici=C3=B3n relativamente m=C3=A1s masculina, mientras que =
Roma y Challuabamba registraron una mayor presencia relativa de ni=C3=B1os.=
</span></p><p class=3D"ListParagraph" style=3D"text-indent:-18pt; text-alig=
n:justify; font-size:12pt"><span style=3D"font-style:italic"><span>3.3.</sp=
an></span><span style=3D"font-style:italic"> Comportamiento multimarca</spa=
n></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify;=
 line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Ro=
man'">El comportamiento multimarca estuvo disponible de manera comparable p=
ara cinco plazas: Plaza 33, Soleil, Challuabamba, Roma y Ocho. En conjunto,=
 estas plazas acumularon 4.730 registros v=C3=A1lidos para esta variable, d=
e los cuales 914 correspondieron a visitas multimarca que representa el 19,=
3 %.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align=
:justify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Tim=
es New Roman'">Sin embargo, el resultado agregado estuvo fuertemente condic=
ionado por Plaza Roma, que present=C3=B3 un patr=C3=B3n claramente distinto=
 al de los dem=C3=A1s establecimientos. En esta plaza, 750 de 1.639 registr=
os v=C3=A1lidos correspondieron a grupos que visitaron m=C3=A1s de una marc=
a, equivalente al 45,8 %. En consecuencia, pr=C3=A1cticamente uno de cada d=
os registros v=C3=A1lidos de Roma present=C3=B3 comportamiento multimarca.<=
/span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:just=
ify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times Ne=
w Roman'">La frecuencia disminuy=C3=B3 considerablemente en Plaza 33, donde=
 se registraron 83 observaciones multimarca, equivalentes al 13,2 %. En Sol=
eil, esta proporci=C3=B3n descendi=C3=B3 al 6,8 %, mientras que Challuabamb=
a present=C3=B3 =C3=BAnicamente un 2,5 % y Plaza Ocho un 1,4 %.</span></p><=
p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-h=
eight:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">E=
n t=C3=A9rminos comparativos, Roma present=C3=B3 una proporci=C3=B3n de vis=
itas multimarca aproximadamente 3,5 veces superior a Plaza 33, 6,7 veces su=
perior a Soleil y m=C3=A1s de 18 veces superior a Challuabamba. La diferenc=
ia con Plaza Ocho fue todav=C3=ADa mayor.</span></p><p style=3D"margin-left=
:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; font-size:=
12pt"><span style=3D"font-family:'Times New Roman'">Los resultados muestran=
, por tanto, dos configuraciones claramente diferenciadas. Por una parte, R=
oma presenta un patr=C3=B3n de circulaci=C3=B3n entre establecimientos cons=
iderablemente m=C3=A1s intenso; por otra, Plaza Ocho y Challuabamba muestra=
n una concentraci=C3=B3n casi exclusiva de las visitas en un solo estableci=
miento. Plaza 33 y Soleil ocupan posiciones intermedias, aunque m=C3=A1s pr=
=C3=B3ximas al segundo patr=C3=B3n.</span></p><p class=3D"ListParagraph" st=
yle=3D"text-indent:-18pt; text-align:justify; font-size:12pt"><span style=
=3D"font-style:italic"><span>3.4.</span></span><span style=3D"font-style:it=
alic"> Distribuci=C3=B3n seg=C3=BAn tipo de establecimiento</span></p><p st=
yle=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-heigh=
t:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">El ti=
po de establecimiento seleccionado constituye uno de los componentes que mo=
str=C3=B3 mayores diferencias entre las plazas. Considerando las 5.318 obse=
rvaciones, la categor=C3=ADa m=C3=A1s frecuente fue restaurante, con 1.838 =
registros que representa el 34,6 %, seguida de cafeter=C3=ADas, helader=C3=
=ADas y establecimientos de postres, con 1.228 observaciones que representa=
 23,1 %. En tercer lugar se ubicaron los establecimientos de banca, cajeros=
 y cooperativas, con 697 registros que representa el 13,1 %, y posteriormen=
te los supermercados o autoservicios, con 440 observaciones que representa =
el 8,3 %.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-=
align:justify; line-height:115%; font-size:12pt"><span style=3D"font-family=
:'Times New Roman'">Estas cuatro categor=C3=ADas concentraron aproximadamen=
te el 79,0 % del total de observaciones, lo que refleja una fuerte concentr=
aci=C3=B3n de los usos registrados alrededor de actividades gastron=C3=B3mi=
cas, financieras y de abastecimiento cotidiano.</span></p><p style=3D"margi=
n-left:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; font=
-size:12pt"><span style=3D"font-family:'Times New Roman'">No obstante, el p=
eso de cada categor=C3=ADa vari=C3=B3 sustancialmente entre las plazas.</sp=
an></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify=
; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New R=
oman'">En Plaza Santa Ana, los restaurantes representaron el 40,9 % de las =
observaciones, seguidos por las cafeter=C3=ADas, helader=C3=ADas y establec=
imientos de postres, con el 26,1 %. Los servicios bancarios alcanzaron el 1=
7,5 %. En conjunto, las actividades gastron=C3=B3micas concentraron aproxim=
adamente dos tercios de las observaciones realizadas en esta plaza.</span><=
/p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; li=
ne-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman=
'">En Plaza 33, el perfil estuvo dominado por cafeter=C3=ADas, helader=C3=
=ADas y establecimientos de postres, que representaron el 49,5 % del total.=
 Los restaurantes ocuparon el segundo lugar con el 26,6 %, mientras que las=
 farmacias alcanzaron el 9,9 %. Por tanto, m=C3=A1s de tres cuartas partes =
de las observaciones se concentraron =C3=BAnicamente en cafeter=C3=ADas/pos=
tres y restaurantes.</span></p><p style=3D"margin-left:3.3pt; margin-bottom=
:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"=
font-family:'Times New Roman'">Plaza Soleil present=C3=B3 el mayor grado de=
 concentraci=C3=B3n en la categor=C3=ADa restaurante entre las seis plazas =
analizadas. Esta actividad represent=C3=B3 el 62,9 % de sus registros. A el=
la se sumaron bares, licorer=C3=ADas y cervecer=C3=ADas, con el 14,0 %. De =
este modo, aproximadamente tres de cada cuatro observaciones estuvieron aso=
ciadas con establecimientos vinculados al consumo de alimentos o bebidas.</=
span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justi=
fy; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New=
 Roman'">En contraste, Plaza Challuabamba present=C3=B3 una configuraci=C3=
=B3n distinta. La categor=C3=ADa banca, cajeros y cooperativas represent=C3=
=B3 el 43,3 % de las observaciones, superando ampliamente a los restaurante=
s, que alcanzaron el 22,9 %, y a las cafeter=C3=ADas, helader=C3=ADas y est=
ablecimientos de postres, con el 19,0 %. Esta composici=C3=B3n distingue a =
Challuabamba de las dem=C3=A1s plazas debido al peso relativo de las activi=
dades financieras.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0=
pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"fo=
nt-family:'Times New Roman'">Plaza Roma present=C3=B3 una distribuci=C3=B3n=
 m=C3=A1s equilibrada entre sus principales categor=C3=ADas. Los restaurant=
es constituyeron el 27,2 % de los registros y los supermercados o autoservi=
cios el 26,8 %. Las cafeter=C3=ADas, helader=C3=ADas y establecimientos de =
postres representaron el 17,7 %, mientras que los servicios bancarios alcan=
zaron el 9,3 %. Ninguna categor=C3=ADa individual super=C3=B3 el 30 %, lo q=
ue evidencia una distribuci=C3=B3n menos concentrada entre diferentes tipos=
 de establecimientos.</span></p><p style=3D"margin-left:3.3pt; margin-botto=
m:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D=
"font-family:'Times New Roman'">Finalmente, en Plaza Ocho predominaron los =
restaurantes, con el 43,6 %, seguidos de las cafeter=C3=ADas, helader=C3=AD=
as y establecimientos de postres, con el 31,0 %. En conjunto, estas dos cat=
egor=C3=ADas representaron el 74,6 % de las observaciones registradas en la=
 plaza.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-al=
ign:justify; line-height:115%; font-size:12pt"><span style=3D"font-family:'=
Times New Roman'">La comparaci=C3=B3n permite identificar, por tanto, disti=
ntos perfiles funcionales. Soleil y Ocho presentan una marcada concentraci=
=C3=B3n gastron=C3=B3mica; Plaza 33 se caracteriza principalmente por cafet=
er=C3=ADas y establecimientos de postres; Challuabamba presenta un peso dif=
erencial de los servicios financieros; Roma exhibe una mayor distribuci=C3=
=B3n entre alimentaci=C3=B3n, abastecimiento y servicios; mientras que Sant=
a Ana combina fundamentalmente restaurantes, cafeter=C3=ADas y servicios ba=
ncarios.</span></p><p class=3D"ListParagraph" style=3D"text-indent:-18pt; t=
ext-align:justify; font-size:12pt"><span style=3D"font-style:italic"><span>=
3.5.</span></span><span style=3D"font-style:italic"> Concentraci=C3=B3n de =
observaciones por marca o establecimiento</span></p><p style=3D"margin-left=
:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; font-size:=
12pt"><span style=3D"font-family:'Times New Roman'">Adem=C3=A1s de las dife=
rencias entre tipos de establecimientos, se identific=C3=B3 una concentraci=
=C3=B3n significativa de las observaciones en determinadas marcas dentro de=
 cada plaza.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; te=
xt-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fam=
ily:'Times New Roman'">En Plaza Santa Ana, Marquez Coffee concentr=C3=B3 10=
2 observaciones que represente el 21,0 %, seguido de Hornero con 87 que rep=
resenta el17,9 % y el Cajero Banco del Austro con 85 que representa el 17,5=
 %. En conjunto, los tres establecimientos representaron el 56,4 % de los r=
egistros de esta plaza.</span></p><p style=3D"margin-left:3.3pt; margin-bot=
tom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=
=3D"font-family:'Times New Roman'">En Plaza 33, Sorell present=C3=B3 una co=
ncentraci=C3=B3n considerablemente superior al resto de establecimientos, c=
on 218 observaciones que representa el 34,1 %. Pharmacys represent=C3=B3 el=
 9,9 % y Casa Hermanos el 9,4 %. Los tres establecimientos concentraron el =
53,4 % del total.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0p=
t; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"fon=
t-family:'Times New Roman'">La mayor concentraci=C3=B3n individual se obser=
v=C3=B3 en Plaza Soleil, donde Boccati reuni=C3=B3 293 registros, equivalen=
tes al 44,0 % de todas las observaciones de la plaza. Latitud Cero represen=
t=C3=B3 el 12,8 % y Sauja el 10,5 %. En conjunto, las tres principales marc=
as concentraron el 67,3 %, constituyendo el nivel m=C3=A1s elevado entre la=
s plazas analizadas.</span></p><p style=3D"margin-left:3.3pt; margin-bottom=
:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"=
font-family:'Times New Roman'">En Challuabamba, el Cajero Banco Pichincha c=
oncentr=C3=B3 el 32,3 % de las observaciones, mientras que Banco Pichincha =
represent=C3=B3 otro 11,0 %. Taip=C3=A1 ocup=C3=B3 el tercer lugar con el 8=
,0 %. Las tres categor=C3=ADas conjuntamente representaron el 51,3 % de los=
 registros.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; tex=
t-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fami=
ly:'Times New Roman'">En Plaza Roma, Tuti constituy=C3=B3 el principal esta=
blecimiento observado, con 494 registros (30,1 %), seguido por Angelus Tutt=
o Freddo, con 17,4 %, y el Cajero JEP, con 6,5 %. En conjunto representaron=
 el 54,0 %.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; tex=
t-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fami=
ly:'Times New Roman'">En Plaza Ocho, Juan Valdez concentr=C3=B3 el 26,3 % d=
e las observaciones, seguido de Mito con el 13,7 % y Tatami Bao con el 9,8 =
%. Las tres marcas concentraron el 49,8 %, siendo esta la menor concentraci=
=C3=B3n acumulada de las tres principales marcas entre las plazas estudiada=
s.</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:j=
ustify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times=
 New Roman'">Estos resultados muestran que el patr=C3=B3n comercial observa=
do no depende exclusivamente del tipo de establecimiento presente en cada p=
laza, sino tambi=C3=A9n del peso relativo que determinadas marcas adquieren=
 dentro de ella. Soleil present=C3=B3 la mayor concentraci=C3=B3n alrededor=
 de un establecimiento dominante, mientras que Plaza Ocho mostr=C3=B3 una d=
istribuci=C3=B3n relativamente menos concentrada entre sus principales marc=
as.</span></p><p class=3D"ListParagraph" style=3D"text-indent:-18pt; text-a=
lign:justify; font-size:12pt"><span style=3D"font-style:italic"><span>3.6.<=
/span></span><span style=3D"font-style:italic"> Comportamiento transacciona=
l</span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:ju=
stify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times =
New Roman'">La variable correspondiente a la realizaci=C3=B3n de una transa=
cci=C3=B3n en el primer local visitado estuvo disponible de manera comparab=
le para Plaza 33, Soleil, Challuabamba, Roma y Ocho. En conjunto se registr=
aron 4.729 observaciones v=C3=A1lidas, de las cuales 4.158 correspondieron =
a transacciones realizadas, equivalente al 87,9 %.</span></p><p style=3D"ma=
rgin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; f=
ont-size:12pt"><span style=3D"font-family:'Times New Roman'">La proporci=C3=
=B3n fue elevada en todas las plazas, aunque se identificaron diferencias e=
n su magnitud. Challuabamba registr=C3=B3 el porcentaje m=C3=A1s alto, con =
un 93,1 % de transacciones, seguida de Roma con el 91,0 %. Plaza Soleil alc=
anz=C3=B3 el 83,3 %, Plaza 33 el 83,1 % y Plaza Ocho el 82,6 %.</span></p><=
p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-h=
eight:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">P=
or consiguiente, independientemente de las diferencias observadas en la est=
ructura comercial y en el comportamiento multimarca, la mayor=C3=ADa de los=
 registros v=C3=A1lidos correspondieron a visitas en las que se realiz=C3=
=B3 una transacci=C3=B3n en el primer establecimiento considerado.</span></=
p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; lin=
e-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'=
">No obstante, esta variable debe interpretarse espec=C3=ADficamente en fun=
ci=C3=B3n de su definici=C3=B3n operacional. Los porcentajes no representan=
 una tasa general de compra de todos los visitantes de cada plaza, sino la =
proporci=C3=B3n de registros v=C3=A1lidos en los que se identific=C3=B3 una=
 transacci=C3=B3n en el local consignado como Local #1.</span></p><p class=
=3D"ListParagraph" style=3D"text-indent:-18pt; text-align:justify; font-siz=
e:12pt"><span style=3D"font-style:italic"><span>3.7.</span></span><span sty=
le=3D"font-style:italic"> S=C3=ADntesis de los perfiles observados</span></=
p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; lin=
e-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'=
">La integraci=C3=B3n de los diferentes indicadores permite identificar per=
files diferenciados entre las seis plazas comerciales.</span></p><p style=
=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-height:1=
15%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Plaza Sa=
nta Ana present=C3=B3 el patr=C3=B3n m=C3=A1s individual de las plazas obse=
rvadas. El 58,4 % de sus registros correspondi=C3=B3 a personas solas. Su a=
ctividad se concentr=C3=B3 principalmente en restaurantes y cafeter=C3=ADas=
, aunque los servicios bancarios tambi=C3=A9n tuvieron una presencia releva=
nte. La distribuci=C3=B3n de marcas mostr=C3=B3 una concentraci=C3=B3n mode=
rada entre Marquez Coffee, Hornero y el Cajero Banco del Austro.</span></p>=
<p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-=
height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">=
Plaza 33 se caracteriz=C3=B3 por una mayor presencia de grupos de dos perso=
nas y por una fuerte concentraci=C3=B3n en cafeter=C3=ADas, helader=C3=ADas=
 y establecimientos de postres. Sorell destac=C3=B3 como la marca con mayor=
 frecuencia de observaciones. Aunque predomin=C3=B3 ampliamente la visita a=
 un solo establecimiento, present=C3=B3 el segundo porcentaje m=C3=A1s elev=
ado de comportamiento multimarca entre las plazas comparables.</span></p><p=
 style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:justify; line-he=
ight:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Pl=
aza Soleil mostr=C3=B3 el perfil gastron=C3=B3mico m=C3=A1s marcado. Los re=
staurantes concentraron casi dos tercios de las observaciones y Boccati, de=
 forma individual, reuni=C3=B3 el 44,0 % de todos los registros. Asimismo, =
las visitas de dos personas constituyeron el tama=C3=B1o de grupo m=C3=A1s =
frecuente. Estos resultados evidencian una elevada concentraci=C3=B3n tanto=
 por tipo de establecimiento como por marca.</span></p><p style=3D"margin-l=
eft:3.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; font-si=
ze:12pt"><span style=3D"font-family:'Times New Roman'">Plaza Challuabamba p=
resent=C3=B3 un perfil funcional diferenciado. Las visitas individuales fue=
ron predominantes y las actividades vinculadas con banca, cajeros y coopera=
tivas constituyeron la principal categor=C3=ADa observada. Adem=C3=A1s, pre=
sent=C3=B3 una elevada proporci=C3=B3n de transacciones y un comportamiento=
 multimarca reducido. La concentraci=C3=B3n alrededor del Cajero Banco Pich=
incha y Banco Pichincha fue consistente con el predominio de servicios fina=
ncieros en esta plaza.</span></p><p style=3D"margin-left:3.3pt; margin-bott=
om:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=
=3D"font-family:'Times New Roman'">Plaza Roma destac=C3=B3 por combinar una=
 elevada cantidad de observaciones con una composici=C3=B3n comercial compa=
rativamente diversificada. Restaurantes, supermercados, cafeter=C3=ADas y s=
ervicios bancarios tuvieron participaciones relevantes, sin que una sola ca=
tegor=C3=ADa superara el 30 %. Asimismo, present=C3=B3 el porcentaje de com=
portamiento multimarca m=C3=A1s elevado del estudio, lo que la diferencia d=
e forma clara de las restantes plazas. La presencia relativamente alta de n=
i=C3=B1os tambi=C3=A9n constituy=C3=B3 una caracter=C3=ADstica distintiva.<=
/span></p><p style=3D"margin-left:3.3pt; margin-bottom:0pt; text-align:just=
ify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times Ne=
w Roman'">Plaza Ocho present=C3=B3 un patr=C3=B3n predominantemente gastron=
=C3=B3mico, con una concentraci=C3=B3n conjunta del 74,6 % en restaurantes =
y cafeter=C3=ADas, helader=C3=ADas y establecimientos de postres. Las visit=
as en grupos de dos personas fueron las m=C3=A1s frecuentes y el comportami=
ento multimarca fue el m=C3=A1s reducido de las cinco plazas comparables. A=
 diferencia de Soleil, la concentraci=C3=B3n de las observaciones entre sus=
 tres principales marcas fue menor, lo que evidencia una distribuci=C3=B3n =
relativamente m=C3=A1s amplia entre establecimientos dentro de su predomina=
nte orientaci=C3=B3n gastron=C3=B3mica.</span></p><p style=3D"margin-left:3=
.3pt; margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12=
pt"><span style=3D"font-family:'Times New Roman'">En conjunto, los resultad=
os muestran que las plazas estudiadas no presentan una configuraci=C3=B3n h=
omog=C3=A9nea. Aunque las actividades gastron=C3=B3micas constituyen el pri=
ncipal componente transversal del conjunto analizado, la intensidad y combi=
naci=C3=B3n de usos var=C3=ADa entre establecimientos. Se identifican plaza=
s con una orientaci=C3=B3n predominantemente gastron=C3=B3mica, como Soleil=
 y Ocho; espacios con mayor peso de actividades de consumo social vinculada=
s con cafeter=C3=ADas, como Plaza 33; configuraciones asociadas con servici=
os financieros, como Challuabamba; y plazas con una composici=C3=B3n funcio=
nal m=C3=A1s diversificada y mayor circulaci=C3=B3n multimarca, como Roma. =
Santa Ana, por su parte, se diferencia principalmente por la elevada propor=
ci=C3=B3n de visitas individuales y por la combinaci=C3=B3n entre actividad=
es gastron=C3=B3micas y financieras.</span></p><p class=3D"ListParagraph" s=
tyle=3D"margin-top:12pt; margin-left:21.3pt; margin-bottom:12pt; text-inden=
t:-18pt; font-size:12pt"><span><span style=3D"font-weight:bold">4.</span></=
span><span style=3D"width:9pt; font:7pt 'Times New Roman'; display:inline-b=
lock">&#xa0;&#xa0;&#xa0;&#xa0;&#xa0; </span><span style=3D"font-weight:bold=
">Discusi=C3=B3n </span><span style=3D"font-weight:bold; color:#767171">&#x=
a0;</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-heigh=
t:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Los r=
esultados evidencian que las plazas comerciales estudiadas presentan config=
uraciones diferenciadas tanto en su composici=C3=B3n comercial como en los =
patrones de comportamiento observados entre sus visitantes. Estas diferenci=
as pueden analizarse a partir de las cinco dimensiones propuestas en el mar=
co conceptual: antropol=C3=B3gica-sociocultural, urban=C3=ADstica-geogr=C3=
=A1fica, econ=C3=B3mica-inmobiliaria, mercadot=C3=A9cnica-comportamental y =
arquitect=C3=B3nica-f=C3=ADsica. La integraci=C3=B3n de estas perspectivas =
permite superar una lectura exclusivamente descriptiva de las frecuencias y=
 comprender las plazas como espacios donde estructura comercial, usos socia=
les y comportamiento del visitante interact=C3=BAan de manera diferenciada.=
</span></p><p class=3D"ListParagraph" style=3D"text-indent:-18pt; text-alig=
n:justify; font-size:12pt"><span style=3D"font-style:italic"><span>4.1.</sp=
an></span><span style=3D"font-style:italic"> Dimensi=C3=B3n antropol=C3=B3g=
ica-sociocultural: formas de visita y sociabilidad observada</span></p><p s=
tyle=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:=
12pt"><span style=3D"font-family:'Times New Roman'">Desde la dimensi=C3=B3n=
 antropol=C3=B3gica-sociocultural, uno de los resultados m=C3=A1s relevante=
s corresponde a la composici=C3=B3n de los grupos observados. Las visitas i=
ndividuales y de dos personas representaron conjuntamente el 76,3 % de los =
registros v=C3=A1lidos; sin embargo, su distribuci=C3=B3n no fue homog=C3=
=A9nea entre las plazas. Santa Ana present=C3=B3 un predominio marcado de v=
isitas individuales, mientras que en Soleil, Plaza 33 y Plaza Ocho las visi=
tas de dos personas superaron proporcionalmente a las individuales.</span><=
/p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; fon=
t-size:12pt"><span style=3D"font-family:'Times New Roman'">Estos patrones s=
ugieren que las plazas no son utilizadas =C3=BAnicamente como espacios de t=
ransacci=C3=B3n individual, sino tambi=C3=A9n como escenarios de interacci=
=C3=B3n entre acompa=C3=B1antes. Esta lectura resulta consistente con la co=
ncepci=C3=B3n de los espacios comerciales como lugares que pueden incorpora=
r funciones de encuentro y sociabilidad. Oldenburg (1989) plantea que deter=
minados espacios cotidianos pueden constituirse en =E2=80=9Cterceros lugare=
s=E2=80=9D, mientras Altman &amp; Low (1992) se=C3=B1alan que la interacci=
=C3=B3n reiterada con un entorno puede contribuir a generar v=C3=ADnculos e=
ntre las personas y los lugares.</span></p><p style=3D"margin-bottom:0pt; t=
ext-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fa=
mily:'Times New Roman'">La elevada presencia de establecimientos gastron=C3=
=B3micos refuerza esta posibilidad. Los restaurantes concentraron el 34,6 %=
 de las observaciones y las cafeter=C3=ADas, helader=C3=ADas y establecimie=
ntos de postres el 23,1 %, por lo que ambas categor=C3=ADas representaron c=
onjuntamente el 57,7 % del total. En Soleil, la presencia de restaurantes a=
lcanz=C3=B3 el 62,9 %, mientras que en Plaza Ocho la suma de restaurantes y=
 cafeter=C3=ADas, helader=C3=ADas y postres lleg=C3=B3 al 74,6 %.</span></p=
><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-=
size:12pt"><span style=3D"font-family:'Times New Roman'">La relevancia de e=
stas categor=C3=ADas no permite afirmar, por s=C3=AD sola, que las plazas f=
uncionen como terceros lugares, pero s=C3=AD evidencia condiciones compatib=
les con usos que trascienden la adquisici=C3=B3n inmediata de bienes. La pr=
esencia de acompa=C3=B1antes, combinada con actividades gastron=C3=B3micas,=
 configura oportunidades para conversar, permanecer y compartir experiencia=
s. Esta interpretaci=C3=B3n encuentra respaldo en la literatura latinoameri=
cana que documento el desplazamiento parcial de pr=C3=A1cticas de socializa=
ci=C3=B3n hacia espacios comerciales privados y la resignificaci=C3=B3n de =
estos lugares por parte de sus usuarios.</span></p><p style=3D"margin-botto=
m:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D=
"font-family:'Times New Roman'">No obstante, el alcance de esta interpretac=
i=C3=B3n debe mantenerse dentro de los l=C3=ADmites del dise=C3=B1o utiliza=
do. La observaci=C3=B3n permiti=C3=B3 registrar tama=C3=B1o de los grupos y=
 establecimiento seleccionado, pero no medir directamente apego al lugar, s=
entido de pertenencia, motivaciones sociales o duraci=C3=B3n de la permanen=
cia. Por ello, los resultados aportan evidencia sobre formas observables de=
 uso social, pero no permiten confirmar plenamente la condici=C3=B3n de =E2=
=80=9Ctercer lugar=E2=80=9D.</span></p><p class=3D"ListParagraph" style=3D"=
text-indent:-18pt; text-align:justify; font-size:12pt"><span style=3D"font-=
style:italic"><span>4.2.</span></span><span style=3D"font-style:italic"> Di=
mensi=C3=B3n urban=C3=ADstica-geogr=C3=A1fica: centralidades diferenciadas =
y funciones de proximidad</span></p><p style=3D"margin-bottom:0pt; text-ali=
gn:justify; line-height:115%; font-size:12pt"><span style=3D"font-family:'T=
imes New Roman'">La dimensi=C3=B3n urban=C3=ADstica-geogr=C3=A1fica permite=
 interpretar las plazas como nodos comerciales que pueden desempe=C3=B1ar f=
unciones diferenciadas dentro de la estructura urbana. Las teor=C3=ADas de =
localizaci=C3=B3n destacan que los espacios comerciales se relacionan con l=
a distancia, la accesibilidad, el =C3=A1rea de influencia y la capacidad de=
 atracci=C3=B3n, mientras la literatura latinoamericana propuso comprender =
los centros comerciales como generadores de nuevas centralidades urbanas.</=
span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115=
%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Los result=
ados del estudio muestran diferencias funcionales que resultan compatibles =
con esta l=C3=B3gica. Challuabamba, por ejemplo, present=C3=B3 una elevada =
concentraci=C3=B3n de observaciones en banca, cajeros y cooperativas (43,3 =
%), predominio de visitas individuales, comportamiento multimarca reducido =
(2,5 %) y una proporci=C3=B3n elevada de transacciones en el primer estable=
cimiento observado (93,1 %). Este patr=C3=B3n es compatible con una funci=
=C3=B3n de proximidad orientada a satisfacer necesidades concretas y de cor=
ta duraci=C3=B3n.</span></p><p style=3D"margin-bottom:0pt; text-align:justi=
fy; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New=
 Roman'">Roma present=C3=B3 una configuraci=C3=B3n sustancialmente distinta=
. Restaurantes, supermercados o autoservicios, cafeter=C3=ADas y servicios =
financieros mostraron participaciones relevantes, mientras el comportamient=
o multimarca alcanz=C3=B3 el 45,8 %, ampliamente superior al registrado en =
las dem=C3=A1s plazas. Esta combinaci=C3=B3n sugiere una mayor diversidad f=
uncional y una capacidad potencialmente mayor para articular distintas acti=
vidades dentro de un mismo nodo comercial.</span></p><p style=3D"margin-bot=
tom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=
=3D"font-family:'Times New Roman'">Desde esta perspectiva, las plazas podr=
=C3=ADan estar cumpliendo funciones distintas dentro de sus =C3=A1reas de i=
nfluencia: algunas se aproximan a centralidades especializadas, asociadas c=
on una necesidad dominante, mientras otras funcionan como nodos m=C3=A1s di=
versificados capaces de concentrar actividades m=C3=BAltiples. Esta interpr=
etaci=C3=B3n es consistente con la noci=C3=B3n de centralidades dispersas p=
lanteada por C=C3=A1ceres et al. (2006) seg=C3=BAn la cual los espacios com=
erciales pueden generar nodos complementarios dentro de la ciudad sin neces=
ariamente sustituir a las centralidades tradicionales.</span></p><p style=
=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt=
"><span style=3D"font-family:'Times New Roman'">Sin embargo, esta dimensi=
=C3=B3n constituye una de las =C3=A1reas en las que la evidencia del presen=
te estudio es m=C3=A1s indirecta. La r=C3=BAbrica no midi=C3=B3 distancias =
de desplazamiento, =C3=A1rea de influencia, origen geogr=C3=A1fico de los v=
isitantes, conectividad vial ni accesibilidad objetiva. Por tanto, los resu=
ltados permiten identificar diferencias funcionales entre plazas, pero no e=
stablecer emp=C3=ADricamente sus radios de mercado ni confirmar su posici=
=C3=B3n dentro de una jerarqu=C3=ADa de centralidades urbanas.</span></p><p=
 class=3D"ListParagraph" style=3D"text-indent:-18pt; text-align:justify; fo=
nt-size:12pt"><span style=3D"font-style:italic"><span>4.3.</span></span><sp=
an style=3D"font-style:italic"> Dimensi=C3=B3n econ=C3=B3mica-inmobiliaria:=
 tenant mix, concentraci=C3=B3n y generaci=C3=B3n de tr=C3=A1fico</span></p=
><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-=
size:12pt"><span style=3D"font-family:'Times New Roman'">La dimensi=C3=B3n =
econ=C3=B3mica-inmobiliaria encuentra uno de sus respaldos emp=C3=ADricos m=
=C3=A1s claros en la composici=C3=B3n de los establecimientos y en la conce=
ntraci=C3=B3n de las observaciones por marca. El tenant mix constituye un c=
omponente estrat=C3=A9gico de la gesti=C3=B3n de los espacios comerciales, =
debido a que la complementariedad entre establecimientos puede influir tant=
o en la capacidad de atracci=C3=B3n como en la circulaci=C3=B3n dentro del =
conjunto comercial. Kirkup &amp; Rafiq (1994), Xu et al. (2022) y Leung et =
al. (2024) destacan la relevancia de la composici=C3=B3n de arrendatarios p=
ara el desempe=C3=B1o del conjunto comercial.</span></p><p style=3D"margin-=
bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span sty=
le=3D"font-family:'Times New Roman'">Las seis plazas mostraron configuracio=
nes comerciales claramente diferenciadas. Soleil present=C3=B3 una fuerte c=
oncentraci=C3=B3n en restaurantes, mientras Plaza 33 estuvo dominada por ca=
feter=C3=ADas, helader=C3=ADas y establecimientos de postres. Challuabamba =
se distingui=C3=B3 por el peso de los servicios financieros y Roma por una =
distribuci=C3=B3n m=C3=A1s equilibrada entre restaurantes, supermercados, c=
afeter=C3=ADas y banca. Estas diferencias revelan que las plazas no constit=
uyen formatos comercialmente homog=C3=A9neos, aun cuando compartan caracter=
=C3=ADsticas f=C3=ADsicas y de escala.</span></p><p style=3D"margin-bottom:=
0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"f=
ont-family:'Times New Roman'">La concentraci=C3=B3n por establecimiento apo=
rta una segunda dimensi=C3=B3n del tenant mix. Boccati reuni=C3=B3 el 44,0 =
% de las observaciones en Soleil; Sorell, el 34,1 % en Plaza 33; el Cajero =
Banco Pichincha, el 32,3 % en Challuabamba; y Tuti, el 30,1 % en Roma. Esto=
s establecimientos pueden interpretarse como generadores de tr=C3=A1fico, a=
unque los resultados muestran que atraer visitantes y distribuir ese flujo =
hacia otros establecimientos son fen=C3=B3menos distintos.</span></p><p sty=
le=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12=
pt"><span style=3D"font-family:'Times New Roman'">La comparaci=C3=B3n entre=
 Soleil y Roma resulta especialmente ilustrativa. Soleil present=C3=B3 la m=
ayor concentraci=C3=B3n alrededor de una sola marca, Boccati, pero =C3=BAni=
camente el 6,8 % de las observaciones correspondi=C3=B3 a comportamiento mu=
ltimarca. Roma, en cambio, mostr=C3=B3 una estructura comercial m=C3=A1s di=
versificada y un 45,8 % de comportamiento multimarca.</span></p><p style=3D=
"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><=
span style=3D"font-family:'Times New Roman'">Este contraste permite propone=
r que la capacidad de un establecimiento para atraer visitantes no garantiz=
a autom=C3=A1ticamente la generaci=C3=B3n de circulaci=C3=B3n interna. Desd=
e la perspectiva del tenant mix, el desempe=C3=B1o de una plaza deber=C3=AD=
a considerar al menos dos propiedades diferenciadas: capacidad de atracci=
=C3=B3n y capacidad de transferencia de tr=C3=A1fico entre establecimientos=
.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:=
115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Esta di=
ferenciaci=C3=B3n tambi=C3=A9n dialoga con el planteamiento de Rao et al. (=
2018) sobre la relevancia estructural de las anclas dentro de un conjunto c=
omercial. Sin embargo, en plazas de menor escala, el concepto de ancla requ=
iere una aplicaci=C3=B3n m=C3=A1s flexible: un restaurante, una cafeter=C3=
=ADa, un supermercado o incluso un servicio financiero pueden asumir funcio=
nes de generaci=C3=B3n de tr=C3=A1fico sin responder al modelo tradicional =
de gran tienda ancla de los malls regionales.</span></p><p class=3D"ListPar=
agraph" style=3D"text-indent:-18pt; text-align:justify; font-size:12pt"><sp=
an style=3D"font-style:italic"><span>4.4.</span></span><span style=3D"font-=
style:italic"> Dimensi=C3=B3n mercadot=C3=A9cnica-comportamental: planifica=
ci=C3=B3n, circulaci=C3=B3n y exposici=C3=B3n comercial</span></p><p style=
=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt=
"><span style=3D"font-family:'Times New Roman'">La dimensi=C3=B3n mercadot=
=C3=A9cnica-comportamental constituye el componente mejor respaldado direct=
amente por las observaciones. Los resultados muestran que las plazas presen=
tan patrones muy distintos en cuanto a concentraci=C3=B3n de visitas, compo=
rtamiento multimarca y transacciones.</span></p><p style=3D"margin-bottom:0=
pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"fo=
nt-family:'Times New Roman'">Challuabamba constituye el caso m=C3=A1s clara=
mente asociado con una din=C3=A1mica funcional. El predominio de servicios =
bancarios, las visitas individuales, el reducido comportamiento multimarca =
y la elevada proporci=C3=B3n de transacciones en el primer establecimiento =
son compatibles con visitas focalizadas alrededor de una necesidad espec=C3=
=ADfica. No obstante, el dise=C3=B1o observacional no permite determinar si=
 la visita fue efectivamente planificada antes de llegar a la plaza, por lo=
 que esta interpretaci=C3=B3n debe mantenerse como una explicaci=C3=B3n pla=
usible y no como una conclusi=C3=B3n causal.</span></p><p style=3D"margin-b=
ottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span styl=
e=3D"font-family:'Times New Roman'">Roma representa el extremo opuesto. El =
45,8 % de sus registros v=C3=A1lidos present=C3=B3 comportamiento multimarc=
a, frente al 13,2 % de Plaza 33, 6,8 % de Soleil, 2,5 % de Challuabamba y 1=
,4 % de Plaza Ocho. Este resultado indica una mayor exposici=C3=B3n del vis=
itante a diferentes establecimientos y categor=C3=ADas durante una misma vi=
sita.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-hei=
ght:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Des=
de el marco del servicescape, el comportamiento del consumidor no depende e=
xclusivamente de la finalidad inicial de la visita. Kotler (1973) y Bitner =
(1992) destacan la capacidad del ambiente comercial para influir sobre las =
respuestas del visitante, mientras Holbrook &amp; Hirschman (1982) subrayan=
 que el consumo puede incorporar dimensiones experienciales y hed=C3=B3nica=
s adem=C3=A1s de las estrictamente utilitarias.</span></p><p style=3D"margi=
n-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span s=
tyle=3D"font-family:'Times New Roman'">El comportamiento multimarca resulta=
 particularmente relevante porque ampl=C3=ADa las oportunidades de exposici=
=C3=B3n comercial. Visitar varios establecimientos no demuestra que existan=
 compras no planificadas, pero s=C3=AD incrementa el n=C3=BAmero de alterna=
tivas, est=C3=ADmulos y oportunidades de contacto durante el recorrido. En =
Roma, la coexistencia de supermercados, restaurantes, cafeter=C3=ADas y ser=
vicios financieros podr=C3=ADa facilitar esta exposici=C3=B3n cruzada entre=
 categor=C3=ADas. La propia discusi=C3=B3n original reconoce que una visita=
 iniciada por una finalidad funcional puede ampliarse posteriormente hacia =
otras alternativas debido a la proximidad entre establecimientos y a las ca=
racter=C3=ADsticas del entorno comercial.</span></p><p style=3D"margin-bott=
om:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=
=3D"font-family:'Times New Roman'">La proporci=C3=B3n de transacciones tamb=
i=C3=A9n aporta informaci=C3=B3n relevante, aunque debe interpretarse con c=
autela. En las cinco plazas comparables, el 87,9 % de los registros v=C3=A1=
lidos present=C3=B3 una transacci=C3=B3n en el establecimiento consignado c=
omo Local #1. Este indicador no constituye una tasa general de conversi=C3=
=B3n ni permite determinar si la compra fue planificada. Su utilidad princi=
pal reside en combinarlo con el comportamiento multimarca para analizar si =
una visita termina despu=C3=A9s de la primera transacci=C3=B3n o se extiend=
e hacia otros establecimientos.</span></p><p style=3D"margin-bottom:0pt; te=
xt-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fam=
ily:'Times New Roman'">A partir de esta relaci=C3=B3n, los resultados permi=
ten proponer tres dimensiones distintas del comportamiento comercial de una=
 plaza: capacidad de atraer tr=C3=A1fico, capacidad de generar circulaci=C3=
=B3n interna y capacidad potencial de convertir esa circulaci=C3=B3n en con=
sumo adicional. Las dos primeras encuentran respaldo directo en las observa=
ciones, mientras la tercera requiere dise=C3=B1os futuros capaces de regist=
rar gasto y secuencia de compra.</span></p><p class=3D"ListParagraph" style=
=3D"text-indent:-18pt; text-align:justify; font-size:12pt"><span style=3D"f=
ont-style:italic"><span>4.5.</span></span><span style=3D"font-style:italic"=
> Dimensi=C3=B3n arquitect=C3=B3nica y de dise=C3=B1o f=C3=ADsico: configur=
aci=C3=B3n espacial y circulaci=C3=B3n</span></p><p style=3D"margin-bottom:=
0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"f=
ont-family:'Times New Roman'">La literatura arquitect=C3=B3nica distingue d=
istintos formatos comerciales seg=C3=BAn la relaci=C3=B3n entre tiendas, ci=
rculaci=C3=B3n y estacionamiento. Rao et al. (2018) y Rao (2020) muestra qu=
e la morfolog=C3=ADa comercial puede modificar la forma en que las personas=
 acceden y recorren los establecimientos, mientras el strip mall o strip ce=
nter se caracteriza por una configuraci=C3=B3n predominantemente abierta, l=
ocales con accesos independientes y estacionamiento compartido.</span></p><=
p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-si=
ze:12pt"><span style=3D"font-family:'Times New Roman'">Las plazas analizada=
s comparten caracter=C3=ADsticas generales compatibles con este formato, pe=
ro presentan diferencias muy pronunciadas en el comportamiento multimarca. =
Roma alcanza el 45,8 %, mientras Plaza Ocho registra apenas el 1,4 %. Este =
contraste plantea la posibilidad de que la configuraci=C3=B3n espacial, la =
ubicaci=C3=B3n relativa de los establecimientos o las facilidades de despla=
zamiento interno contribuyan a explicar parte de las diferencias observadas=
.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:=
115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">La hip=
=C3=B3tesis resulta especialmente relevante porque la capacidad de atraer v=
isitantes no coincide necesariamente con la capacidad de promover recorrido=
s internos. Soleil concentra el 44,0 % de sus observaciones en Boccati, per=
o registra baja circulaci=C3=B3n multimarca; Roma, por el contrario, muestr=
a menor concentraci=C3=B3n en un =C3=BAnico establecimiento y una circulaci=
=C3=B3n considerablemente mayor.</span></p><p style=3D"margin-bottom:0pt; t=
ext-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fa=
mily:'Times New Roman'">Desde una perspectiva de dise=C3=B1o comercial, est=
os resultados sugieren que la configuraci=C3=B3n del espacio podr=C3=ADa ac=
tuar como mediadora entre atracci=C3=B3n y circulaci=C3=B3n. La disposici=
=C3=B3n relativa de los locales, los recorridos peatonales, la se=C3=B1aliz=
aci=C3=B3n, la visibilidad entre establecimientos y la relaci=C3=B3n con la=
s =C3=A1reas de estacionamiento podr=C3=ADan favorecer o restringir la expo=
sici=C3=B3n cruzada.</span></p><p style=3D"margin-bottom:0pt; text-align:ju=
stify; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times =
New Roman'">Sin embargo, esta explicaci=C3=B3n no puede demostrarse directa=
mente con los datos disponibles. La observaci=C3=B3n utilizada no incorpor=
=C3=B3 mediciones espaciales detalladas, trayectorias de desplazamiento ni =
an=C3=A1lisis sistem=C3=A1tico del layout. En consecuencia, la relaci=C3=B3=
n entre configuraci=C3=B3n arquitect=C3=B3nica y circulaci=C3=B3n constituy=
e una hip=C3=B3tesis derivada de los patrones observados, que deber=C3=ADa =
contrastarse posteriormente mediante mapas de recorrido, an=C3=A1lisis espa=
cial o t=C3=A9cnicas de seguimiento del desplazamiento.</span></p><p class=
=3D"ListParagraph" style=3D"text-indent:-18pt; text-align:justify; font-siz=
e:12pt"><span style=3D"font-style:italic"><span>4.6.</span></span><span sty=
le=3D"font-style:italic"> Dimensi=C3=B3n metodol=C3=B3gica-cr=C3=ADtica: al=
cances de las observaciones</span></p><p style=3D"margin-bottom:0pt; text-a=
lign:justify; line-height:115%; font-size:12pt"><span style=3D"font-family:=
'Times New Roman'">El an=C3=A1lisis conjunto de las dimensiones anteriores =
tambi=C3=A9n exige reconocer los l=C3=ADmites de la evidencia. La observaci=
=C3=B3n estructurada permiti=C3=B3 registrar comportamientos que ocurrieron=
 en el contexto natural de las plazas, pero no acceder directamente a motiv=
aciones, intenciones, percepciones o procesos cognitivos del visitante.</sp=
an></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%;=
 font-size:12pt"><span style=3D"font-family:'Times New Roman'">Por esta raz=
=C3=B3n, conceptos como consumo utilitario, consumo hed=C3=B3nico, planific=
aci=C3=B3n, compra impulsiva, apego al lugar o tercer lugar deben utilizars=
e como marcos interpretativos y no como variables directamente demostradas =
por las observaciones. La discusi=C3=B3n original identifica expresamente e=
ste l=C3=ADmite al se=C3=B1alar que inferir procesos psicol=C3=B3gicos de d=
ecisi=C3=B3n a partir de comportamientos observables constituye una de las =
principales restricciones del estudio.</span></p><p style=3D"margin-bottom:=
0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=3D"f=
ont-family:'Times New Roman'">De manera similar, las diferencias encontrada=
s entre plazas permiten formular hip=C3=B3tesis acerca del papel de la dive=
rsidad comercial, la especializaci=C3=B3n funcional y la configuraci=C3=B3n=
 espacial, pero no establecer relaciones causales entre estas caracter=C3=
=ADsticas y los patrones de comportamiento.</span></p><p style=3D"margin-bo=
ttom:0pt; text-align:justify; line-height:115%; font-size:12pt"><span style=
=3D"font-family:'Times New Roman'">Esta cautela resulta consistente con la =
dimensi=C3=B3n metodol=C3=B3gica-cr=C3=ADtica del propio marco conceptual, =
que advierte sobre la necesidad de diferenciar entre evidencia directamente=
 observada e interpretaciones derivadas del marco te=C3=B3rico.</span></p><=
p class=3D"ListParagraph" style=3D"text-indent:-18pt; text-align:justify; f=
ont-size:12pt"><span style=3D"font-style:italic"><span>4.7.</span></span><s=
pan style=3D"font-style:italic"> Integraci=C3=B3n de las dimensiones</span>=
</p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; fo=
nt-size:12pt"><span style=3D"font-family:'Times New Roman'">La lectura conj=
unta de las cinco dimensiones permite identificar configuraciones diferenci=
adas entre las plazas estudiadas. Challuabamba presenta un perfil predomina=
ntemente funcional y focalizado, caracterizado por el peso de los servicios=
 financieros, las visitas individuales, un comportamiento multimarca reduci=
do y una alta frecuencia de transacciones en el primer establecimiento. Sol=
eil muestra una fuerte especializaci=C3=B3n gastron=C3=B3mica y una elevada=
 concentraci=C3=B3n de tr=C3=A1fico alrededor de Boccati, aunque con limita=
da circulaci=C3=B3n hacia otros establecimientos. Roma, en contraste, combi=
na una estructura comercial m=C3=A1s diversificada con el comportamiento mu=
ltimarca m=C3=A1s elevado del estudio, lo que evidencia una mayor capacidad=
 de circulaci=C3=B3n interna. Plaza 33 y Plaza Ocho muestran una orientaci=
=C3=B3n particularmente asociada con gastronom=C3=ADa y cafeter=C3=ADas y u=
na mayor presencia relativa de visitas de dos personas.</span></p><p style=
=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt=
"><span style=3D"font-family:'Times New Roman'">Estas diferencias permiten =
plantear que el desempe=C3=B1o de una plaza comercial no puede evaluarse me=
diante una sola dimensi=C3=B3n. Un establecimiento puede atraer un n=C3=BAm=
ero importante de visitantes sin necesariamente generar circulaci=C3=B3n en=
tre locales; una plaza puede favorecer una elevada cantidad de transaccione=
s sin promover recorridos prolongados; y una oferta gastron=C3=B3mica puede=
 crear condiciones para la interacci=C3=B3n social sin que ello demuestre a=
utom=C3=A1ticamente una motivaci=C3=B3n hed=C3=B3nica.</span></p><p style=
=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt=
"><span style=3D"font-family:'Times New Roman'">Por tanto, la caracterizaci=
=C3=B3n de las plazas comerciales requiere integrar al menos la funci=C3=B3=
n social de la visita, la especializaci=C3=B3n o diversidad del tenant mix,=
 los patrones observables de comportamiento y circulaci=C3=B3n y las condic=
iones espaciales que estructuran la experiencia comercial. La principal con=
tribuci=C3=B3n de los resultados reside precisamente en mostrar que estas d=
imensiones no se manifiestan de manera uniforme entre plazas f=C3=ADsicamen=
te comparables, sino que generan configuraciones comerciales y comportament=
ales claramente diferenciadas.</span></p><p class=3D"ListParagraph" style=
=3D"margin-top:12pt; margin-left:21.3pt; margin-bottom:12pt; text-indent:-1=
7.85pt; font-size:12pt"><span><span style=3D"font-weight:bold">5.</span></s=
pan><span style=3D"width:8.85pt; font:7pt 'Times New Roman'; display:inline=
-block">&#xa0;&#xa0;&#xa0;&#xa0;&#xa0; </span><span style=3D"font-weight:bo=
ld">Conclusiones</span></p><ul style=3D"margin:0pt; padding-left:0pt"><li c=
lass=3D"ListParagraph" style=3D"margin-left:32.33pt; text-align:justify; li=
ne-height:115%; padding-left:3.67pt; font-family:serif; font-size:12pt"><sp=
an style=3D"font-family:'Times New Roman'">A trav=C3=A9s de este trabajo se=
 cumpli=C3=B3 con el objetivo general de analizar la din=C3=A1mica socioesp=
acial y el comportamiento del consumidor en plazas comerciales de proximida=
d (strip malls), demostrando emp=C3=ADricamente que estos desarrollos no op=
eran como r=C3=A9plicas a menor escala de los centros comerciales regionale=
s, sino como nodos urbanos con una l=C3=B3gica funcional y comportamental p=
ropia dentro de las ciudades intermedias.</span></li><li class=3D"ListParag=
raph" style=3D"margin-left:32.33pt; text-align:justify; line-height:115%; p=
adding-left:3.67pt; font-family:serif; font-size:12pt"><span style=3D"font-=
family:'Times New Roman'">En relaci=C3=B3n con los objetivos espec=C3=ADfic=
os vinculados a la caracterizaci=C3=B3n del flujo y el uso del espacio, se =
demostr=C3=B3 que la configuraci=C3=B3n del tenant mix condiciona de forma =
directa la apropiaci=C3=B3n socio espacial del conjunto. La investigaci=C3=
=B3n confirm=C3=B3 la existencia de tipolog=C3=ADas funcionales diferenciad=
as, donde los establecimientos gastron=C3=B3micos act=C3=BAan como cataliza=
dores de interacciones sociales y estancias prolongadas, mientras que los s=
ervicios financieros y de abastecimiento primario configuran circuitos de a=
lta eficiencia y permanencia breve.</span></li><li class=3D"ListParagraph" =
style=3D"margin-left:32.33pt; text-align:justify; line-height:115%; padding=
-left:3.67pt; font-family:serif; font-size:12pt"><span style=3D"font-family=
:'Times New Roman'">Asimismo, se verific=C3=B3 el objetivo de evaluar la ca=
pacidad de atracci=C3=B3n y transferencia de tr=C3=A1fico entre locales. La=
s implicaciones de este hallazgo revelan una disociaci=C3=B3n cr=C3=ADtica:=
 la presencia de marcas ancla no genera de manera impl=C3=ADcita una circul=
aci=C3=B3n cruzada multimarca. Cuando la oferta comercial carece de diversi=
dad funcional o cuando el dise=C3=B1o arquitect=C3=B3nico impone barreras d=
e fricci=C3=B3n peatonal, el comportamiento del visitante se confina a la t=
ransacci=C3=B3n puntual en un =C3=BAnico establecimiento, diluyendo el pote=
ncial de sinergia comercial del conjunto.</span></li><li class=3D"ListParag=
raph" style=3D"margin-left:32.33pt; text-align:justify; line-height:115%; p=
adding-left:3.67pt; font-family:serif; font-size:12pt"><span style=3D"font-=
family:'Times New Roman'">En el plano sociocultural, los resultados alcanza=
dos permiten matizar la teor=C3=ADa sobre los "terceros lugares" en entorno=
s de consumo de proximidad. Se concluye que la funci=C3=B3n de las plazas c=
omerciales como espacios de sociabilidad c=C3=ADvica sustituta es un fen=C3=
=B3meno contingentemente acoplado a la oferta hed=C3=B3nica. Aunque coexist=
en din=C3=A1micas de encuentro informal en =C3=A1reas de restaurante y cafe=
ter=C3=ADa, la motivaci=C3=B3n dominante del usuario sigue regida por la co=
nveniencia utilitaria y la resoluci=C3=B3n r=C3=A1pida de necesidades cotid=
ianas.</span></li><li class=3D"ListParagraph" style=3D"margin-left:32.33pt;=
 text-align:justify; line-height:115%; padding-left:3.67pt; font-family:ser=
if; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Finalment=
e, el aporte original de esta investigaci=C3=B3n a la ciencia reside en la =
formulaci=C3=B3n de una matriz anal=C3=ADtica multidimensional e integrada =
(sociocultural, geogr=C3=A1fica, econ=C3=B3mica, comportamental y arquitect=
=C3=B3nica) para el estudio de desarrollos comerciales de peque=C3=B1a y me=
diana escala en el contexto del Global South. Este marco te=C3=B3rico-metod=
ol=C3=B3gico supera las aproximaciones monodisciplinares tradicionales y pr=
oporciona a la planificaci=C3=B3n urbana, la arquitectura y la gesti=C3=B3n=
 inmobiliaria criterios cient=C3=ADficos fundamentados para dise=C3=B1ar no=
dos de proximidad que trascienden la mera funci=C3=B3n transaccional y prom=
ueven la vitalidad urbana y la cohesi=C3=B3n social.</span></li></ul><p sty=
le=3D"margin-top:12pt; margin-left:21.3pt; text-indent:-18pt; line-height:1=
15%; font-size:12pt"><span style=3D"font-family:'Times New Roman'"><span st=
yle=3D"font-weight:bold">6.</span></span><span style=3D"width:9pt; font:7pt=
 'Times New Roman'; display:inline-block">&#xa0;&#xa0;&#xa0;&#xa0;&#xa0; </=
span><span style=3D"font-family:'Times New Roman'; font-weight:bold">Confli=
cto de intereses</span></p><p style=3D"text-align:justify; line-height:115%=
; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Los autores=
 declaran que no existe conflicto de intereses en relaci=C3=B3n con el art=
=C3=ADculo presentado.</span></p><p style=3D"margin-top:12pt; margin-left:2=
1.3pt; text-indent:-18pt; line-height:115%; font-size:12pt"><span style=3D"=
font-family:'Times New Roman'"><span style=3D"font-weight:bold">7.</span></=
span><span style=3D"width:9pt; font:7pt 'Times New Roman'; display:inline-b=
lock">&#xa0;&#xa0;&#xa0;&#xa0;&#xa0; </span><span style=3D"font-family:'Tim=
es New Roman'; font-weight:bold">Derechos de autor (copyright)</span></p><p=
 style=3D"line-height:115%; font-size:12pt"><span style=3D"font-family:'Tim=
es New Roman'">Los autores son los titulares de los derechos de autor</span=
><span style=3D"font-family:'Times New Roman'; font-weight:bold"> </span><s=
pan style=3D"font-family:'Times New Roman'">(patrimoniales y/o de explotaci=
=C3=B3n) de los contenidos de la revista.</span></p><p style=3D"margin-top:=
12pt; margin-left:21.3pt; text-indent:-18pt; line-height:115%; font-size:12=
pt"><span style=3D"font-family:'Times New Roman'"><span style=3D"font-weigh=
t:bold">8.</span></span><span style=3D"width:9pt; font:7pt 'Times New Roman=
'; display:inline-block">&#xa0;&#xa0;&#xa0;&#xa0;&#xa0; </span><span style=
=3D"font-family:'Times New Roman'; font-weight:bold">Declaraci=C3=B3n de co=
ntribuci=C3=B3n de los autores</span></p><p style=3D"margin-bottom:0pt; tex=
t-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fami=
ly:'Times New Roman'">Los autores declaran haber participado de manera equi=
tativa y sustancial en la realizaci=C3=B3n de esta investigaci=C3=B3n, bajo=
 las responsabilidades seg=C3=BAn la </span><a href=3D"https://credit.niso.=
org/" style=3D"text-decoration:none"><span style=3D"font-family:'Times New =
Roman'; text-decoration:underline; color:#0563c1">Taxonom=C3=ADa CRediT</sp=
an></a><span style=3D"font-family:'Times New Roman'"> para describir las co=
ntribuciones individuales de cada autor al trabajo. </span></p><p style=3D"=
margin-bottom:0pt; text-align:justify; line-height:115%; font-size:12pt"><s=
pan style=3D"font-family:'Times New Roman'">Sau=CC=81l Fernando Pesa=CC=81n=
tez Vicun=CC=83a, realizo el an=C3=A1lisis formal revisi=C3=B3n de la inves=
tigaci=C3=B3n, an=C3=A1lisis de resultados, redacci=C3=B3n y aprobaci=C3=B3=
n del documento original final.</span></p><p style=3D"margin-bottom:0pt; te=
xt-align:justify; line-height:115%; font-size:12pt"><span style=3D"font-fam=
ily:'Times New Roman'">Andr=C3=A9s Sebasti=C3=A1n Verdugo Alvarado, realizo=
 la conceptualizaci=C3=B3n de la investigaci=C3=B3n, curaci=C3=B3n de datos=
, metodolog=C3=ADa, generaci=C3=B3n del borrador original, an=C3=A1lisis de=
 resultados, redacci=C3=B3n y aprobaci=C3=B3n del documento original final.=
</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:1=
15%; font-size:12pt"><span style=3D"font-family:'Times New Roman'">Sandra V=
er=C3=B3nica I=C3=B1iguez Quizhpi, realiz=C3=B3 la supervisi=C3=B3n acad=C3=
=A9mica y metodol=C3=B3gica de la investigaci=C3=B3n, brind=C3=B3 orientaci=
=C3=B3n durante el desarrollo del ensayo, revis=C3=B3 el an=C3=A1lisis y la=
 interpretaci=C3=B3n de los resultados, efectu=C3=B3 la revisi=C3=B3n cr=C3=
=ADtica del manuscrito, realiz=C3=B3 la correcci=C3=B3n cient=C3=ADfica y a=
cad=C3=A9mica, elaboro y aprob=C3=B3 la versi=C3=B3n final para su publicac=
i=C3=B3n.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line=
-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'"=
>Mar=C3=ADa Soledad Escand=C3=B3n Morales, realizo la administraci=C3=B3n d=
e los recursos, an=C3=A1lisis de datos con uso de software, an=C3=A1lisis d=
e resultados, redacci=C3=B3n y aprobaci=C3=B3n del documento original final=
.</span></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:=
115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'; font-st=
yle:italic">Divulgaci=C3=B3n de la delegaci=C3=B3n a la IA generativa</span=
></p><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; f=
ont-size:12pt"><span style=3D"font-family:'Times New Roman'">La responsabil=
idad del manuscrito final recae =C3=ADntegramente en los autores.</span></p=
><p style=3D"margin-bottom:0pt; text-align:justify; line-height:115%; font-=
size:12pt"><span style=3D"font-family:'Times New Roman'">Las herramientas G=
AI no figuran como autores y no asumen responsabilidad por los resultados f=
inales.</span></p><p style=3D"text-align:justify; line-height:115%; font-si=
ze:12pt"><span style=3D"font-family:'Times New Roman'">Declaraci=C3=B3n pre=
sentada por: Sau=CC=81l Fernando Pesa=CC=81ntez Vicun=CC=83a.</span></p><p =
style=3D"margin-top:12pt; margin-left:21.3pt; text-indent:-18pt; line-heigh=
t:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'"><span=
 style=3D"font-weight:bold">9.</span></span><span style=3D"width:9pt; font:=
7pt 'Times New Roman'; display:inline-block">&#xa0;&#xa0;&#xa0;&#xa0;&#xa0;=
 </span><span style=3D"font-family:'Times New Roman'; font-weight:bold">Cos=
tos de financiamiento</span><span style=3D"font-family:'Times New Roman'; f=
ont-weight:bold; color:#767171"> </span></p><p style=3D"text-align:justify;=
 line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Ro=
man'">La presente investigaci=C3=B3n fue financiada en su totalidad con fon=
dos propios de los autores.</span></p><p class=3D"ListParagraph" style=3D"m=
argin-left:21.3pt; margin-bottom:10pt; text-indent:-18pt; text-align:justif=
y; font-size:12pt"><span><span style=3D"font-weight:bold">10.</span></span>=
<span style=3D"width:3pt; font:7pt 'Times New Roman'; display:inline-block"=
>&#xa0; </span><span style=3D"font-weight:bold">Referencias bibliogr=C3=A1f=
icas</span></p><p style=3D"margin-left:21.3pt; margin-bottom:0pt; text-inde=
nt:-21.3pt; line-height:115%; font-size:12pt"><span style=3D"font-family:'T=
imes New Roman'">Alonso, J. C., Arboleda, A. M., Rivera-Trivi=C3=B1o, A. F.=
, Mora, D. Y., Tarazona, R., &amp; Ordo=C3=B1ez-Morales, P. J. (2017). T=C3=
=A9cnicas de investigaci=C3=B3n cualitativa de mercados aplicadas al consum=
idor de fruta en fresco. </span><span style=3D"font-family:'Times New Roman=
'; font-style:italic">Estudios Gerenciales</span><span style=3D"font-family=
:'Times New Roman'">, 33(145), 412=E2=80=93420.</span><a href=3D"https://do=
i.org/10.1016/j.estger.2017.10.003?utm_source=3Dgemini" style=3D"text-decor=
ation:none"><span style=3D"font-family:'Times New Roman'; color:#000000">&#=
xa0;</span></a><a href=3D"https://doi.org/10.1016/j.estger.2017.10.003?utm_=
source=3Dgemini" style=3D"text-decoration:none"><span style=3D"font-family:=
'Times New Roman'; text-decoration:underline; color:#000000">https://doi.or=
g/10.1016/j.estger.2017.10.003</span></a></p><p style=3D"margin-left:21.3pt=
; margin-bottom:0pt; text-indent:-21.3pt; line-height:115%; font-size:12pt"=
><span style=3D"font-family:'Times New Roman'">Altman, I., &amp; Low, S. M.=
 (1992). </span><span style=3D"font-family:'Times New Roman'; font-style:it=
alic">Place attachment</span><span style=3D"font-family:'Times New Roman'">=
. Springer.</span><a href=3D"https://doi.org/10.1007/978-1-4684-8753-4?utm_=
source=3Dgemini" style=3D"text-decoration:none"><span style=3D"font-family:=
'Times New Roman'; color:#000000">&#xa0;</span></a><a href=3D"https://doi.o=
rg/10.1007/978-1-4684-8753-4?utm_source=3Dgemini" style=3D"text-decoration:=
none"><span style=3D"font-family:'Times New Roman'; text-decoration:underli=
ne; color:#000000">https://doi.org/10.1007/978-1-4684-8753-4</span></a></p>=
<p style=3D"margin-left:21.3pt; margin-bottom:0pt; text-indent:-21.3pt; lin=
e-height:115%; font-size:12pt"><span style=3D"font-family:'Times New Roman'=
">Aug=C3=A9, M. (1992). </span><span style=3D"font-family:'Times New Roman'=
; font-style:italic">Non-lieux: Introduction =C3=A0 une anthropologie de la=
 surmodernit=C3=A9</span><span style=3D"font-family:'Times New Roman'">. =
=C3=89ditions du Seuil.</span><a href=3D"https://www.seuil.com/ouvrage/non-=
lieux-marc-auge/9782020125260?utm_source=3Dgemini" style=3D"text-decoration=
:none"><span style=3D"font-family:'Times New Roman'; color:#000000">&#xa0;<=
/span></a><a href=3D"https://www.seuil.com/ouvrage/non-lieux-marc-auge/9782=
020125260?utm_source=3Dgemini" style=3D"text-decoration:none"><span style=
=3D"font-family:'Times New Roman'; text-decoration:underline; color:#000000=
">https://www.seuil.com/ouvrage/non-lieux-marc-auge/9782020125260</span></a=
></p><p style=3D"margin-left:21.3pt; margin-bottom:0pt; text-indent:-21.3pt=
; line-height:115%; font-size:12pt"><span style=3D"font-family:'Times New R=
oman'">Berm=C3=BAdez, H. L. (2017). Sobre la alienaci=C3=B3n subjetiva en l=
a organizaci=C3=B3n del trabajo actual. Una observaci=C3=B3n participante e=
n el comercio de la alimentaci=C3=B3n al detal. </span><span style=3D"font-=
family:'Times New Roman'; font-style:italic">Contadur=C3=ADa y Administraci=
=C3=B3n</span><span style=3D"font-family:'Times New Roman'">, 62(1), 262=E2=
=80=93278.</span><a href=3D"https://www.google.com/search?q=3Dhttps://doi.o=
rg/10.1016/j.cya.2016.10.004&amp;utm_source=3Dgemini" style=3D"text-decorat=
ion:none"><span style=3D"font-family:'Times New Roman'; color:#000000">&#xa=
0;</span></a><a href=3D"https://www.google.com/search?q=3Dhttps://doi.org/1=
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