Hábitos de consumo post pandemia para la creación de ventas por medios digitales de los clientes del Centro Comercial Ventura Plaza
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Fecha
2022
Autores
Galván Vera, Beyci Carolina
Rizo Martínez, Yuri Yaneira
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El Covid-19 llegó con diferentes desafíos, debido al confinamiento las personas se vieron afectadas en sus costumbres y hábitos, tomando una posición de adaptabilidad al cambio, para poder enfrentar lo que este virus significaba en su diario vivir. El presente ensayo investigativo analiza los hábitos de consumo post pandemia de los clientes de Ventura Plaza Centro Comercial y de Negocios. El análisis del estudio realizado es basado en la aplicación de la metodología de cuestionarios virtuales para definir el marco referencial, a una muestra de 392 clientes de Ventura Plaza, aplicados en la ciudad de Cúcuta. Los principales resultados encontrados son los efectos de la pandemia en el comportamiento de los consumidores, la identificación de los factores que influyen en su decisión de compra y los motivos que predominan a la hora de comprar. De igual manera, se identificó como el comercio electrónico tuvo una gran importancia en este ciclo de pandemia, permitiendo a las personas adaptarse a las tecnologías y a tener mayor confianza a la hora de comprar online. Así también, se logra identificar que, aunque la pandemia, permitió que estos canales de compra llegaran para quedarse en la vida de las personas, estos siguen prefiriendo las compras en tiendas físicas, tener contacto de cara al producto o servicio, y así vivir una experiencia de compra más personalizada.
Covid-19 came with different challenges, due to the confinement people how was affected in their customs and habits, what made them adapt a position to the change, to be able to face what this virus meant in their daily lives. This research essay analyzes the post-pandemic consumption habits of the Ventura Plaza clients Shopping and Business Center. The analysis of the study carried out is based on the application of the methodology of virtual questionnaires to define the referential framework, to a sample of 392 clients of Ventura Plaza, applied in the city of Cúcuta. The main results found the effects of the pandemic on consumer behavior, where through this application the identification of the factors that influence the decision is achieved, the reasons that predominate when buying. Similarly, it was identified as e-commerce had a great importance in this pandemic cycle, allowing people to adapt to technologies and have greater confidence when buying online. Likewise, it is possible to identify that, although the pandemic allowed that these purchase methods stay in people's lives, they still prefer to be in person at the stores, have contact with the product or service, and to live a more personalized shopping experience.
Covid-19 came with different challenges, due to the confinement people how was affected in their customs and habits, what made them adapt a position to the change, to be able to face what this virus meant in their daily lives. This research essay analyzes the post-pandemic consumption habits of the Ventura Plaza clients Shopping and Business Center. The analysis of the study carried out is based on the application of the methodology of virtual questionnaires to define the referential framework, to a sample of 392 clients of Ventura Plaza, applied in the city of Cúcuta. The main results found the effects of the pandemic on consumer behavior, where through this application the identification of the factors that influence the decision is achieved, the reasons that predominate when buying. Similarly, it was identified as e-commerce had a great importance in this pandemic cycle, allowing people to adapt to technologies and have greater confidence when buying online. Likewise, it is possible to identify that, although the pandemic allowed that these purchase methods stay in people's lives, they still prefer to be in person at the stores, have contact with the product or service, and to live a more personalized shopping experience.
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Palabras clave
Consumidores, Comercio electrónico, Covid 19, Post-pandemia, Compras, Consumer, E-commerce, Covid-19, Post pandemic, Shopping
