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The market research was made in the city of Guayaquil, Ecuador during the month of
March 2016. To carry out the market research three tools were employed for a
quantitative and qualitative research. For a quantitative research, 200 surveys were
made in Google Forms, to register the data digitally and improve the effectiveness in the
completion of the surveys by different age groups. For this tool, it was chosen a
demographic starting from 18 years old and who had a previous supermarket shopping
experience. In this survey eleven questions were asked, concerning the age group,
gender, income level, and habits in the practice of supermarket shopping.
The second tool for market research was the practice of two focus groups. In these focus
groups the market research was looking for qualitative results and discussion related to
the physical supermarket shopping experience. The first focus group was made in the
UEES library with the participation of eight people of a demographic group from ages
20-27 years old. Taking in consideration that the main shoppers in the supermarket
industry tend to be of a higher age, the second focus group was made with participants
from ages 30 and higher. The second focus group was organized in the food court of a
shopping mall, Mall del Sol, where a group of eight participants accepted to help in the
research. The focus group consisted in a moderator, an assistant moderator, a
cameramen and the participants. In each focus group a set of twelve questions were
asked concerning their experience in the conventional supermarket shopping, and
opinions related to a new service from smartphones for supermarket shopping.
The third tool employed in this market research consisted of two interviews to experts in
the field. For the first interviewer, it would be necessary an interview to an expert in
systems and digital applications. It was organized an interview with the UEES Faculty
of Telecommunications and Electronics Systems teacher Loana Lema to give her expert
opinion of the current market and the feasibility of creating a supermarket app. For the
next interview, it was chosen an expert in the supermarket industry to give details
related to the market and an opinion for the MiCanasta app. The interview was made
with Christian Santillan, a general manager of a Mi Comisariato branch supermarket.
To compile information related to the retailing industry in the country, it was consulted
the website Passport from the international organization Euromonitor International.
how the application must be designed to provide the full supermarket experience right
from the app. Much of the application attraction can be determined by the provision of
information such as offers, product features, specifications and other details. While the
population of consumers aged 50 and up could present more difficulties in replacing
traditional supermarket shopping, there is a potential segment from younger consumers
that could be attracted in using the MiCanasta application.
Survey Analysis
1. Most of those surveyed group (40,6% 18-24 years old and the 26,4% 25-30 years old)
2. The surveyed group (47,2% male and 52,8% female)
3. 74% of the sample, as most consider their income level belongs to a medium NSE.
4. Almost half of the sample, have a purchase frequency in supermarkets of one to two
times per month. Followed by a considerable percentage 36.4% with a frequency of
purchase of three to four times per month.
5. 53.8% of people stay between 30 minutes to 1 hour in the supermarket doing their
shopping.
6. Most of the selected sample spend between $ 41- $ 100 on every purchase you make
at the supermarket, indicating that first and second place ($ 101- $ 200 27.2%) are the
type of people who buy supplies for a home and in third place with 21.5%, people who
make purchases for meetings or temporary use.
7. 93.9% of the population has a smartphone, indicating that the Ecuadorian market tries
to adapt to technological changes that the years can offer them.
8. 52.6% of the population has not money transactions or purchases using a mobile
phone, but it should be emphasized that they have not introduced many applications or
digital media to facilitate and optimize trade in Ecuador.
9. 67% of the sample have a positive response to the possible implementation of a
virtual store, making it a potential market.
10. 55.3% which is slightly more than half of the sample are not familiar with QR
codes. Which could hinder the Ecuadorian adaptation to this new retail market, but in
these cases the target audience is educated to avoid gaps between the consumer and the
company.
11. 73.4% of the population used as a transport a car.
Conclusions
Shopping online is one of the greatest aspect of the internet today. By choosing to
shopping online people will be able to enjoy many benefits, some of them are saving
time, variety and price.
Firstly, shopping online can help people save their time. when people so busy and don
not have any time to go shopping, shopping online is so convenient for them. People
only choose goods they want and order them, in a short time it will be moved to people.
Moreover, people can shopping online any time they want or they have freetime without
depend on the opening time and closing time of shop, so people can save the time for
shopping to do they works.
Good experiences with returning items leads to repeat customers and recommendations
for the retailer. Good returns experiences are marked by ease for the consumer, while
the bad experiences highlight hassles and the extra cost required.
Shopping online have more benefits for people, it help people save their time, their
money and goods in online shop are so variety and its very convenient for people.