Análisis de los marketplaces más populares de la ciudad de Guayaquil : un estudio enfocado en el mapeo de percepciones, el análisis RFM y segmentación del consumidor digital, periodo 2024.

Abstract

The following research work is focused on profiling the digital consumer in the most popular marketplaces in the city of Guayaquil, to understand behaviors, preferences and perceptions within the market in which digital commerce platforms compete daily. In order to classify them by characteristics, it was decided to use three models applicable to business marketing: market segmentation, the RFM model and the quantitative analysis of ACP shown through a two-dimensional map. Through surveys it was possible to determine that the Guayaquil market is divided into three segments and that each segment has different purchasing characteristics. The identification of good buyers based on recency, frequency and monetary value allowed us to identify the segment of greatest relevance for the marketplaces, which makes purchases of lower monetary value at a higher frequency. And, finally, the discovery of three predominant platforms that lead the market evaluated through attributes of importance to consumers. This study will help optimize the marketing strategies of companies that wish to enter this type of digital business.