Estudio de los factores de consumo en las personas como aporte a la implementación de los mercados electrónicos para el crecimiento de las pymes de Santiago de Cali para el año 2020

Abstract

The present work had the general intention of studying consumption factors to determine the implementation of electronic markets for growth in SMEs in Santiago de Cali, so a methodological design was used based on the deductive method in accordance with Méndez's approach (2008), with descriptive sequence and qualitative analysis, since an online survey was applied to address the 3 respective specific objectives; The initial sample was 384 people, to which 392 people responded. The result obtained by each objective demonstrated the profile of the online consumer, his consumption factors, and how it is concentrated in his socioeconomic position of the population. Next, it is observed that the use of Apps is a means in which the various marketing modalities are currently channeled as a strategic alternative to sell in electronic markets, this criterion is entrenched in the theoretical positions of the research. Finally, very few people buy from companies in Santiago de Cali because there is no satisfaction of what buyers are looking for, but that may be a favorable indicator for city entrepreneurs to choose to impart strategies that allow this method. of e-commerce thus leading to a growth of SMEs in the city.