Análisis comparativo del comportamiento del consumidor en plataformas e-commercey su propuesta en Quito para la empresa Cultivos Verdes

Abstract

Abstract:The floricultural sector in Ecuador, thanks to its fertile lands, has attracted the attention of several clients, including nationals and foreigners, who undoubtedly choose Ecuadorian flowers for their consumption. For this reason, there are several floricultural farms that are dedicated to the commercialization of flowers, this being the case of the company Cultivos Verdes, in which the local market has not been fully exploited since the company has focused only on the segment from exportation. This research work was developed with the objective of proposing an e-commerceplatform for the company. For this, a descriptive-exploratory investigation was used with an inductive method. Likewise, an interview was applied to the General Manager and surveys of 280people who live in the city of Quito and the valleys of Cumbayá, Puembo, San Rafael and Tumbaco, to know their preferences and tastes regarding the purchase of flowers. In conclusion and taking advantage of the experience of Cultivos Verdes in the floriculture sector, a consumer analysis was developed to attract new customers who wish to make their purchases on flower e-commerceplatforms.