Spanish E-Consumer Segmentation and Positioning in Virtual Supermarkets Sector
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...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2011 |
| País: | España |
| Institución: | Universitat de Lleida (UdL) |
| Repositorio: | Repositori Obert UdL |
| OAI Identifier: | oai:repositori.udl.cat:10459.1/465358 |
| Acceso en línea: | https://doi.org/10.5539/ijms.v3n2p16 https://hdl.handle.net/10459.1/465358 |
| Access Level: | acceso abierto |
| Palabra clave: | Virtual supermarket Segmentation Internet E-commerce Marketing Quality Positioning |
| Sumario: | 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. |
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