Comportamiento de compra de los consumidores trujillanos frente al COVID-19, 2021
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2023
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Universidad Nacional de Trujillo
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La presente investigación de tipo no experimental, nivel descriptivo y de enfoque cuantitativo, tuvo como objetivo principal, describir cuál es el comportamiento de compra de los consumidores trujillanos frente al COVID-19, además de analizarlo por grupos de edades y nivel de ingresos, para lo cual se llevó a cabo una encuesta mediante un cuestionario dirigida a 384 consumidores del distrito de Trujillo, el método usado fue el analítico, donde se analizó las partes del comportamiento del consumidor para sacar las conclusiones, como resultado principal encontramos un alto nivel de información del consumidor y una clara diferenciación de marcas, con lo cual se concluye que su comportamiento es complejo. En otros resultados se encontró que solo el 83.7% de consumidores trujillanos afirmaron haber realizado una compra por internet de los cuales, solo el 70.8% había realizado una compra por internet antes de la pandemia. El 29.2% de personas que compraron en línea el último año realizaron sus primeras compras en internet durante la pandemia, además, también se encontró que el consumidor trujillano prefiere comprar sus alimentos en la modalidad presencial, haciendo uso principalmente de mercados y bodegas, por otro lado, el consumidor trujillano prefiere comprar artefactos tecnológicos en centros comerciales y por internet. Finalmente, según la encuesta, se encontró que los productos que más compraron los consumidores trujillanos por internet fueron artículos tecnológicos.
The present research of non-experimental type, descriptive level and quantitative approach had as main objective to describe the behavior of consumers of Trujillo in the context of COVID-19, as well as to analyze it by age groups and income level. For this purpose, a survey was carried out using a questionnaire addressed to 384 consumers in the district of Trujillo. The method used was the analytical one, where the parts of the consumer’s behavior were analyzed to draw conclusions. the main result is a high level of consumer information and a clear differentiation of brands, which leads to the conclusion that their behavior is complex. Other results found that only 83. 7% of consumers of Trujillo claimed to have made an online purchase of which only 70. 8% had made an online purchase before the pandemic. 29. 2% of people who bought online last year made their first purchases on the internet during the pandemic, in addition, it was also found that the Trujillan consumer prefers to buy their food in the face-to-face mode, mainly using markets and wineries, on the other hand, the consumer of Trujillo prefers to buy technological devices in malls and on the internet. Finally, according to the survey, it was found that the products that Trujillan consumers bought the most online were technological items.
The present research of non-experimental type, descriptive level and quantitative approach had as main objective to describe the behavior of consumers of Trujillo in the context of COVID-19, as well as to analyze it by age groups and income level. For this purpose, a survey was carried out using a questionnaire addressed to 384 consumers in the district of Trujillo. The method used was the analytical one, where the parts of the consumer’s behavior were analyzed to draw conclusions. the main result is a high level of consumer information and a clear differentiation of brands, which leads to the conclusion that their behavior is complex. Other results found that only 83. 7% of consumers of Trujillo claimed to have made an online purchase of which only 70. 8% had made an online purchase before the pandemic. 29. 2% of people who bought online last year made their first purchases on the internet during the pandemic, in addition, it was also found that the Trujillan consumer prefers to buy their food in the face-to-face mode, mainly using markets and wineries, on the other hand, the consumer of Trujillo prefers to buy technological devices in malls and on the internet. Finally, according to the survey, it was found that the products that Trujillan consumers bought the most online were technological items.
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Comportamiento del consumidor, Internet, Compras en línea, Pandemia, COVID-19, Cuarentena