Análisis de los hábitos de consumo y la transformación digital en el sector servicios de la ciudad de Piñas

Abstract

Abstract: This research aims to understand and analyze the current digital consumption habits and digital transformation in the service sector of the city of Piñas. Regarding the methodology applied, it was a descriptive, exploratory and non-experimental research, the study of mixed type, as a technique the survey was used, which contained a questionnaire of closed questions. The population was a total of 384 people. The results are composed of consumption habits, sociodemographic information, internal, external, psychological, socioeconomic, marketing and brand loyalty factors. Next, it is concluded that there is a notable group of consumers in the city of Piñas who highly value personalization in their shopping experiences, from tailored offers to product recommendations based on previous purchases. This trend highlights the importance of implementing marketing that personalizes the interaction with the customer to increase satisfaction and loyalty. Finally, an action plan was designed to promote the importance of digital transformation in the service sector in the city of Piñas.