Comportamiento de compra online de los millennials en supermercados de Guayaquil

Abstract

This study analyzes the behavior of millennials when making online purchases in supermarkets in the city of Guayaquil, taking into consideration aspects such as comfort, trust, security, spending habits and perceptions regarding the experience on these platforms. The study results will benefit the existing theoretical framework and provide new knowledge based on the particularities of this generation and its interaction with online sales platforms in supermarkets. The main objective of this study is to analyze the characteristics of the online purchasing behavior of millennials in supermarkets in Guayaquil. A mixed approach was used, combining quantitative and qualitative techniques. Additionally, a finite sample formula was applied to obtain questionnaires from 384 millennials, and interviews with 3 e-commerce experts to detect purchasing trends, motivations and obstacles presented by this generation. The results show that the ease of navigation of online pages, discounts and speed of delivery are an important factor in the purchasing process. From this study it is concluded that supermarkets need to improve their layout. online and your marketing tactics to align with preferences, build trust and optimize the customer experience.