Spanish e-consumer segmentation and positioning in virtual supermarkets sector
Autor/a
Cristóbal Fransi, Eduard
Marimon Viadiu, Frederic
Daries, Natalia
Montegut Salla, Yolanda
Data de publicació
2011ISSN
1918-719X
Resum
This article analyses different factors that influence the purchasing behaviour of online supermarket customers.
These factors are related to both the appearance of the website as well as the processes that take place when
making the purchase. Based on these analyses, the various groups of consumers with homogenous behaviour are
studied and positioned according to their attitudes. The analysis also allows the quality of the service offered by
this kind of establishment to be defined, as well as the main dimensions in which it develops. In the conclusions,
factors which should influence the manager of an online supermarket to improve the quality of its service are
given.
Tipus de document
Article
Versió del document
Versió acceptada
Llengua
English
Matèries (CDU)
33 - Economia
Paraules clau
Supermercados
Supermercats
Supermarkets
Comerç electrònic
Electronic commerce
Comercio electrónico
Màrqueting
Marketing
Pàgines
16
Publicat per
Canadian Center of Science and Education
Col·lecció
3; 2
Publicat a
International Journal of Marketing Studies
Citació
Cristóbal Fransi, Eduard; Marimon Viadiu, Frederic; Daries, Natalia; Montegut Salla, Yolanda. «Spanish e-consumer segmentation and positioning in virtual supermarkets sector». International Journal of Marketing Studies, 2011, vol. 3, núm. 2, p. 16-31. Disponible en: <http://www.ccsenet.org/journal/index.php/ijms/article/view/10370>. Fecha de acceso: 25 jun. 2019. https://doi.org/10.5539/ijms.v3n2p16
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Drets
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