Análisis de los hábitos de consumo y transformación digital en el sector servicios de la ciudad de Yantzaza en el año 2024

Abstract

Abstract: The purpose of the study was to analyze consumer habits and digital transformation in the service sector of the city of Yantzaza in the year 2024. To meet this objective Descriptive, exploratory and non-experimental analyzes were applied. Thus the approach was quantitative and qualitative, with the use of surveys of 384 people who reside in the sector. Where the Results were established through dimensions on sociodemographic data, ISIC activities associated with the purchase; appreciation of digital transformation, factors internal and external; psychological, economic, marketing and brand loyalty factors. With Therefore, it is concluded that there is a direct relationship between these factors and the use of platforms. digital as a purchasing alternative, with this it is considered that they are aspects to consider to strengthen digital trade links. Reason why strategies were established of improvement aimed at promoting and strengthening services, highlighting products How to structure content management platforms with the promotion of services and payment.