Spanish E-Consumer Segmentation and Positioning  in Virtual Supermarkets Sector

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Título:	Spanish E-Consumer Segmentation and Positioning in Virtual Supermarkets Sector
Autor/a:	Cristóbal Fransi, Eduard; Marimon Viadiu, Frederic; Darias, Natalia; Montegut Salla, Yolanda
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
Materia(s):	-Comerç electrònic -- Espanya -Electronic commerce -- Spain -Consumidors -- Espanya -Consumers -- Spain -Màrqueting per Internet -- Espanya -Internet marketing -- Spain
Derechos:	Attribution 3.0 Spain http://creativecommons.org/licenses/by/3.0/es/
Tipo de documento:	Artículo Artículo - Versión publicada
Editor:	Canadian Center of Science and Education
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