Análisis del comportamiento de compra a través de catálogo virtual en supermercados de Guayaquil.

Abstract

The present work focused on analyzing the purchasing behavior of individuals through virtual catalogs in supermarkets in Guayaquil, with the aim of understanding their influence in the modern retail channel of the city. To achieve this objective, a descriptive exploratory approach was used, combining both the collection of secondary and primary information. Data collection was carried out through qualitative tools, such as in-depth interviews with experts in the field, and quantitative methods, including a survey administered to a sample of 300 individuals. The research results revealed that virtual catalogs have become a fundamental tool to maintain competitiveness in a constantly evolving retail market. Consumers highly value the convenience and accessibility offered by these virtual catalogs, leading to a shift in their preferences and purchasing patterns. Customer satisfaction is directly related to the user experience and the quality of delivery services. Furthermore, significant differences were observed in purchasing behavior between physical stores and purchases made through virtual catalogs.