Análisis del comportamiento del consumidor en la elección entre cajas tradicionales y de autoservicio en supermercados.

Abstract

This study explores how supermarket shoppers in Guayaquil choose between conventional checkout tills and self-service checkouts when both options coexist and offer different payment experiences. A mixed-methods design was used, surveying 384 shoppers at points of sale and incorporating a qualitative component through interviews with retail sector professionals to complement the interpretation of the data and understand the reasons behind their choices. The survey results stemmed from the customer's familiarity with each type of checkout system. For example, with the Self-service checkout, customers considered factors such as time availability, product selection, reliable operation, and the ability to request assistance if needed. They also valued the speed at which all these steps were processed. Meanwhile, customers preferred the traditional checkout because a cashier scans and collects payment, fostering a sense of trust. Clearly, the key difference between the two systems lies in the number of items that need to be scanned. Self-checkouts tend to have a smaller margin of error due to the smaller quantity, and they also offer more flexibility in handling inquiries and other common mistake.