Caso de estudio sobre el comportamiento de compra en la empresa “Artefacta” a partir de la pandemia del 2020 y el uso de canales alternos.

Abstract

Through this research work, we sought to analyze how, as a result of the 2020 pandemic, the purchasing behavior of the population in the city of Guayaquil underwent changes. Therefore, an information survey was carried out using as instruments to collect data the interview conducted with the head in charge of the Telesales channel and E - commerce of the Artefacta company and surveys carried out on a selected sample in the city of Guayaquil with 7 questions that allowed knowing the buyer's profile, characteristics and preferences. Finally, with the collected data, techniques were used that allowed us to analyze the information collected and thus be able to propose a series of commercial strategies, which seek to promote the use of digital media and that the client makes the purchase of household appliances and among other products marketed by Artefacta. . Identifying the strategies that have a greater weighting and that helped to meet the established objectives. Where it was possible to identify that consumers still prefer to make their purchases physically, however, post-pandemic those who experienced the digital experience have migrated to this form of purchase, increasing the number of people who prefer to make their purchases by these means.