Spanish e-consumer segmentation and positioning in virtual supermarkets sector
Author
Cristóbal Fransi, Eduard
Marimon Viadiu, Frederic
Daries, Natalia
Montegut Salla, Yolanda
Publication date
2011ISSN
1918-719X
Abstract
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.
Document Type
Article
Document version
Accepted version
Language
English
Subject (CDU)
33 - Economics. Economic science
Keywords
Supermercados
Supermercats
Supermarkets
Comerç electrònic
Electronic commerce
Comercio electrónico
Màrqueting
Marketing
Pages
16
Publisher
Canadian Center of Science and Education
Collection
3; 2
Is part of
International Journal of Marketing Studies
Citation
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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Rights
http://creativecommons.org/licenses/by-nc-nd/4.0/
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-nd/4.0/