Maestría en Mercadeo (tesis)

URI permanente para esta colección

Mostrando 1 - 1 de 1

Evolución del comportamiento de compra y consumo del shopper figital en plataformas digitales en Colombia
(Universidad EAFIT, 2023) Agudelo Herrera, Alejandra; Hurtado Yepes, Luis Miguel; Sepúlveda Cardona, Edwin Andrés
The global health problem experienced in 2020 brought variations in the behavior and habits of Colombian consumers, leading society in general to have more contact with the digital environment in different aspects of their lives; leading a change in the social and economic dynamics, which in turn boosted electronic commerce in general because it became strategic to boost the country's economy. The brands had to adapt to a new environment and saw the need to harmonize the experience of the physical channel with the digital channel to improve the value proposition and vice versa. For the development of the theme, concentrated our analysis and study in Colombia, in the period of time that covers from December 2019 to mid-2023; used an exploratory-descriptive investigative process; interviewed managers and Directors of fashion Companies in Colombia, multiple choice polls to costumers, in order to find the key aspects that the companies under study must adopt to improve the experience for their users and their proposal of value on digital platforms, understanding the importance of the new “Phygital” consumer.