Transferencia e innovación en las herramientas de comunicación digital en los productos frescos de alimentación : estudio de los nuevos hábitos de consumo online.

Abstract

The aim of this research work has been to study the behavior of online buyers of food products and to check how the pandemic caused by COVID 19 has affected the purchases of this category of products The idea of this doctoral thesis arises from the crisis situation that small businesses and neighborhood stores have been living for years, which have not known or have not been able to adapt their businesses to the new possibilities offered by the digital environment and for which the health pandemic and the situation of confinement, has meant in many cases the definitive closure of their establishments due to the impossibility of continuing to market their products in person. The habits and purchasing levers discovered during the research, together with the digital marketing tools and techniques proposed at the end of the work, are intended to be useful for small companies in the food sector that intend to digitize their business or start selling their food items through the online channel.