Análisis del comportamiento de compra en línea en la adquisición de alimentos y bebidas por parte de familias tipo nuclear ubicadas en la Parroquia Kennedy en el norte de la ciudad de Quito, comparando los años 2019-2020

Abstract

Digital media became an important tool during the global crisis because of Covid-19, where governments ordained a confinement and mobility restrictions to avoid the spreading of the virus. Which is why, during this time, people were affected in their normal everyday lives including the way they used to shop and purchase, bringing great amounts of economic repercussions for both companies and general population. Given the fact that this happened, organizations had to draw upon the use of ecommerce and digital platforms to continue with their commercial activities instead of totally paralyzing them. Where online means have not only become a better way of purchasing for a lot of customers, but also has benefited the development of various economic sectors creating new market niche, being this a source of opportunities for millions of Ecuadorians who were forced to seek a new way to sustain themselves. It is very likely that in the future, businesses are the result between a combination of both, digital and face to face attention. Which should be empowering the development and innovation of such means with the main target of generating economic growth.