Citas bibligráficas
Esta es una referencia generada automáticamente. Modifíquela de ser necesario
Gamero, C., (2020). Purchasing food becomes omnichannel: understanding food shopper segments and lifestyles [Universidad ESAN]. https://hdl.handle.net/20.500.12640/3036
Gamero, C., Purchasing food becomes omnichannel: understanding food shopper segments and lifestyles []. PE: Universidad ESAN; 2020. https://hdl.handle.net/20.500.12640/3036
@mastersthesis{renati/498198,
title = "Purchasing food becomes omnichannel: understanding food shopper segments and lifestyles",
author = "Gamero Jorge, Christian Anthony",
publisher = "Universidad ESAN",
year = "2020"
}
Título: Purchasing food becomes omnichannel: understanding food shopper segments and lifestyles
Autor(es): Gamero Jorge, Christian Anthony
Asesor(es): Demoulin, Nathalie
Palabras clave: Industria alimentaria; Alimentos; Comercio electrónico; Segmentación del mercado; Comportamiento del consumidor; Estrategias de mercadeo
Campo OCDE: https://purl.org/pe-repo/ocde/ford#5.02.04
Fecha de publicación: 2020
Institución: Universidad ESAN
Resumen: Global consumption trends and technological disruption is creating the path towards an omnichannel approach in food B2C selling. Food companies have seen an unprecedented evolution in this context, that is challenging their marketing strategies. This thesis tackles this problem by developing a segmentation study in France, employing Latent Class Analysis, based on the use of multiple touchpoints across the food purchase process, aiming to identify customer profiles, channel allocation, and psychographic characteristics related to food consumption. Three segments were identified: Early Omnichannel Adopters, Curious Conservatives, and Uninterested Traditional shoppers. The findings reveal key differences in their adoption of online and mobile touchpoints across the purchase stages, in their expertise purchasing food online, and the impact of the COVID-19 pandemic in channel allocation. A Multinomial logistic regression was then performed to determine psychodemographic differences between the segments and allowing to characterize their food-related lifestyles. The insights developed in this research confirms the utility of LCA analysis to segment customers considering different food purchase phases and multiple touchpoints, using the most recent programming language software, and integrating specific covariates relevant to food shoppers. Food marketers can find valuable to implement a similar approach to reinvent strategies.
Enlace al repositorio: https://hdl.handle.net/20.500.12640/3036
Disciplina académico-profesional: Administración
Institución que otorga el grado o título: Universidad ESAN. Escuela de Administración de Negocios para Graduados
Grado o título: Magíster en Administración
Jurado: Cueto, Diego
Fecha de registro: 15-jul-2022
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons