Desafíos de las MiPymes de moda para potenciar la compra en linea entre millennials del Distrito Central, Honduras en el 2023
Loading...
Date
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
Description
La investigación se centró en las MIPYMES del sector moda en línea en el Distrito Central,
evaluando desafíos y oportunidades, especialmente tras la transformación provocada por la
pandemia de COVID-19. La hipótesis sugiere que la falta de confianza en transacciones en
línea, especialmente entre millennials del Distrito Central, afecta las ventas de MIPYMES de
moda en Honduras.
Entrevistas a profundidad a MIPYMES y encuestas a millennials revelaron barreras como la
competencia con grandes marcas y la desconfianza en la calidad de productos en línea. Los
millennials prefieren comprar en redes sociales, destacando Instagram.
Para mejorar, se propone diversificar formas de pago, ofrecer descuentos exclusivos en línea y
estrategias de contenido en redes sociales. Además, se sugiere implementar programas de
promociones y lealtad. Estas acciones podrían satisfacer las demandas de los consumidores y
mejorar la experiencia general de compra en línea para los millennials del Distrito Central.
The research focused on online fashion MIPYMES in the Central District, assessing challenges and opportunities, particularly post the transformation induced by the COVID-19 pandemic. The hypothesis suggests that a lack of confidence in online transactions, especially among Central District millennials, impacts the sales of fashion MIPYMES in Honduras. In-depth interviews with MIPYMES and surveys of millennials revealed barriers such as competition with major brands and distrust in the quality of online products. Millennials prefer buying on social media, with Instagram being prominent. To enhance this, proposals include diversifying payment methods, offering exclusive online discounts, and implementing Content strategies on social media. Additionally, suggestions involve introducing promotion and loyalty programs. These actions could meet consumer demands and enhance the overall online shopping experience for Central District millennials.
The research focused on online fashion MIPYMES in the Central District, assessing challenges and opportunities, particularly post the transformation induced by the COVID-19 pandemic. The hypothesis suggests that a lack of confidence in online transactions, especially among Central District millennials, impacts the sales of fashion MIPYMES in Honduras. In-depth interviews with MIPYMES and surveys of millennials revealed barriers such as competition with major brands and distrust in the quality of online products. Millennials prefer buying on social media, with Instagram being prominent. To enhance this, proposals include diversifying payment methods, offering exclusive online discounts, and implementing Content strategies on social media. Additionally, suggestions involve introducing promotion and loyalty programs. These actions could meet consumer demands and enhance the overall online shopping experience for Central District millennials.