Análisis del comportamiento de compra de la categoría supermercados para usuarios digitales en la ciudad de Guayaquil. Caso Super Easy.

Abstract

he need for economic growth in the country, parallel to the strong digital development influenced by intelligent automated technologies that allow services to be delivered more quickly and efficiently, have allowed new market models to emerge in the city, such as Online Supermarkets. Due to this and other factors, with the present work, we seek to analyze the purchasing behavior of the supermarket category for digital users in the city of Guayaquil, deepening consumers of the Vía la Costa area, taking into consideration what is the process of decision making for this online market and discovering the needs and disadvantages of the consumer in the process of purchasing products or services through the use of digital applications in operating systems such as Android, Appl iOS and website of the company SuperEasy. To achieve this objective, in this work, two investigations were carried out: using as a qualitative tool the focus group and applying the use of surveys as a qualitative tool in order to determine in greater depth the frequency, motivations, influencing of purchase and inconveniences to the time to buy supermarket products online, therefore, obtain conclusions that help to purify the purchasing behavior of these consumers. After having done both investigations, it was clear that the e-commerce market focused on supermarket still has great opportunities for expansion, that there are different types of profiles for the buyer, not only by gender or age, but that everyone definitely considers the added value of buying on the internet this type of products is the reputation and trust of the supplier, followed by the speed of delivery and the quality with which they receive their orders, and this produces that the realization and innovation of new digital strategies is required, as well as the call for attention to large companies to invest in the development of digital tools that complement their current supermarket business with great potential in the medium and long term.