Spanish e-consumer segmentation and positioning in virtual supermarkets sector
Autor/a
Cristóbal Fransi, Eduard
Marimon Viadiu, Frederic
Daries, Natalia
Montegut Salla, Yolanda
Fecha de publicación
2011ISSN
1918-719X
Resumen
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.
Tipo de documento
Artículo
Versión del documento
Versión aceptada
Lengua
English
Materias (CDU)
33 - Economía
Palabras clave
Supermercados
Supermercats
Supermarkets
Comerç electrònic
Electronic commerce
Comercio electrónico
Màrqueting
Marketing
Páginas
16
Publicado por
Canadian Center of Science and Education
Colección
3; 2
Publicado en
International Journal of Marketing Studies
Citación
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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