Análisis de los hábitos de consumo y la transformación digital en el sector servicios de la ciudad de Cuenca en el año 2023

Abstract

Abstract: The objective of this research is the analysis of consumption habits and the digital transformation in the services sector of Cuenca during 2023. Methods were used such as a review of scientific literature and a survey of 384 people, determining variables such as: demographics, educational level, frequency of use of shopping services in line and payment preferences. This approach allowed us to obtain quantitative data that provided a comprehensive understanding of consumer habits and the digital adaptation of the sector services in Cuenca. The analysis revealed that the 25-34 age group plays a crucial role in the consumer behavior, highlighting the need for specific marketing strategies digital marketing. Furthermore, it was identified that the majority of people with technical training or advanced present opportunities on advanced digital platforms. The proliferation of The use of credit and debit cards highlights the need to implement strategies and safety promotions. These findings support the proposed strategy to improve the competitiveness and sustainability of the services sector in Cuenca.