Perfil del consumidor digital millennial de la ciudad de Loja; año 2022

Abstract

Abstract: The objective of this research work was to identify and describe the profile of the millennial digital consumer in the city of Loja and their behavior in the purchase process. For this study; the methods that were used are the deductive-inductive and the analytical synthetic, applying a quantitative and qualitative technique with the use of a survey aimed at millennial digital consumers and an interview aimed at knowing the management of companies in electronic commerce and your relationship with customers. As a result, it was concluded that millennial consumers are people who approximately understand an age between 37 to 40 years, have a higher education and stable purchasing power, good management of digital platforms, constantly surf social networks, the device they use the most. to connect to the internet is the smartphone, most of them have bought in the last 3 months and what they demand the most are personal goods. The interview allowed us to conclude that companies actively participate in digital media and maintain their focus on the customer.