Spanish E-Consumer Segmentation and Positioning in Virtual Supermarkets Sector

Eduard Cristóbal, Frederic Marimon, Natalia Daries, Yolanda Montagut


This article analyses different factors that influence the purchasing behaviour of online supermarket customers.
These factors are related to both the appearance of the website as well as the processes that take place when
making the purchase. Based on these analyses, the various groups of consumers with homogenous behaviour are
studied and positioned according to their attitudes. The analysis also allows the quality of the service offered by
this kind of establishment to be defined, as well as the main dimensions in which it develops. In the conclusions,
factors which should influence the manager of an online supermarket to improve the quality of its service are

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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