Purchase Behavior by Region in Distributor Channel in Colombia

Abstract

Objective: The article analyzes the purchasing behavior of the distributor channel by region, taking into account the sales volume and the sizing curve.   Theoretical Framework: The concepts of the distributor channel and the sizing curve are addressed, in the context of the fashion industry.   Method: The data comes from purchases between 2018 and 2019 of 685 distributors of women's push up jeans from the company Organization Bless located in 28 departments of Colombia. The information on the sizing curve is taken from orders placed for 245 different references marketed in the study period. Georeferencing technique is used to locate distributors by purchase volume on a geographic level, likewise, descriptive statistics are used to analyze purchasing behavior by size by region.   Results and Discussion: The majority of warehouses in the distribution channel and the purchase volume are concentrated in the Southwest region of Colombia. A greater consumption of small sizes is evident in the central region of the country, compared to the other regions, while in the Northwestern region its proportion decreases compared to the others.   Research Implications: The results serve as a basis for companies that market their fashion products in the distributor channel, to take into account the purchase volume, as well as demand planning in the sizing curve that adapts to each region.   Originality/Value: The study is carried out in an emerging market such as Colombia, a benchmark in the fashion industry in Latin America. Likewise, the product analyzed is the push up pants, which is characterized by its high demand in the Latin market.