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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 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

International Journal of Marketing Studies, 2011, vol. 3, núm. 2, p. 16-31

Canadian Center of Science and Education

Author: Cristóbal Fransi, Eduard
Marimon Viadiu, Frederic
Darias, Natalia
Montegut Salla, Yolanda
Date: 2011
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
Format: application/pdf
ISSN: 1918-719X (versió paper)
1918-7203 (versió electrònica)
Document access: http://hdl.handle.net/10256/8695
Language: eng
Publisher: Canadian Center of Science and Education
Collection: Reproducció digital del document publicat a: http://www.ccsenet.org/journal/index.php/ijms/article/view/10370
Articles publicats (D-OGEDP)
Is part of: International Journal of Marketing Studies, 2011, vol. 3, núm. 2, p. 16-31
Rights: Attribution 3.0 Spain
Rights URI: http://creativecommons.org/licenses/by/3.0/es/
Subject: Comerç electrònic -- Espanya
Electronic commerce -- Spain
Consumidors -- Espanya
Consumers -- Spain
Màrqueting per Internet -- Espanya
Internet marketing -- Spain
Title: Spanish E-Consumer Segmentation and Positioning in Virtual Supermarkets Sector
Type: info:eu-repo/semantics/article
Repository: DUGiDocs

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