Index

Introduction................................................................................................................................3
Chapter 1....................................................................................................................................4
Background................................................................................................................................4
Problem Statement.....................................................................................................................5
Objective....................................................................................................................................5
Specific.......................................................................................................................................5
Justification / Argument.............................................................................................................6
Hypothesis..................................................................................................................................6
Limitations and Delimitations....................................................................................................6
Chapter 2....................................................................................................................................7
Theoretical Framework..............................................................................................................7
Methodology..............................................................................................................................8
Analysis of Results.....................................................................................................................9
Conclusions..............................................................................................................................20
Recommendations....................................................................................................................21
Bibliography.............................................................................................................................23
Annex.......................................................................................................................................24

1
Introduction

The purpose of this research is to be able to analyze the great impact that the
pandemic had on online purchases from consumers. The coronavirus came to change
everyone's life, since we do not have the same relationship with the people around us as
before, greetings are not in the same way as before, as well as common purchases as they
used to be for fear of becoming infected with the virus that has caused much suffering to
many families

Internet purchases have skyrocketed in recent months and due to the virus, it was the
way in which all people had to learn to relate to different social networks, applications, or any
Internet site where they could buy necessity products.

According to Schiffman (2010) “Consumer behavior is the behavior that consumers

exhibit when looking for, buying, using, evaluating and discarding products and services that
they expect will satisfy their needs”. That is why a survey was conducted in order to analyze
consumer behavior taking into account various factors such as security and trust, price, and
time.

The limitations and delimitations that occurred throughout the elaboration both in the
survey and in the size of the sample are specified so as not to intensify the investigation.

2
Chapter 1

Background

Thanks to the internet, different tools have been used and created that can help and
facilitate different activities that can be carried out from anywhere, at any time. In addition,
thanks to this technology you can buy in different online stores at the same time and different
types of products, services, or items. Also, when shopping online you can find references of
these articles or services that can definitely help and make this buying process much more
comfortable for any customer, in order to get the desired product.

In this sense, “e-commerce has acquired greater coverage and popularity not only
among large and international companies or corporations, but also in those micro and small
businesses; and the fact is that the ease with which transactions are carried out, without the
need to leave home or business, makes this type of purchase and sale one of the safest and
most effective options in the economic and financial world. " Economic Paradigm, 2020).

In addition, the National University of San Martín (UNSAM) in a recent study stated
that there has been an increase in E-commerce since the confinement began due to the
mandatory quarantine. (2020)

It was determined that in the state of Nuevo León there are 51 municipalities of which
13 municipalities (Apodaca, Cadereyta Jiménez, El Carmen, García, San Pedro Garza García,
General Escobedo, Guadalupe, Juárez, Monterrey, Salinas Victoria, San Nicolás de the
Garzas, Santa Catarina, and Santiago) are within the metropolitan area of Monterrey with a
population size of 5,003,597.00 inhabitants.

One author maintains that “consumer behavior due to the closure of physical stores
and all the sanitary measures imposed by the federal government has presented changes in the
purchase and sale of products, and of goods and services. Therefore, there has been an
accelerated growth of electronic commerce in some branches and economic sectors of the
country” (Ríos, 2020) in which one of them is Monterrey.

3
 A confidence level of 90% was established given the confidence in the investigation.
The concept of confidence level, “describes the variability between the measure obtained in a
study and the real measure of the population (the real value). It corresponds to a range of
values, whose distribution is normal and in which the real value of a certain variable is found,
with high probability. This high probability has been established by consensus at 90%”
(Whitley E, 2002) and a 10% margin of error in the case where the questions surveyed failed
to receive the desired information.

Problem Statement

Analyze the increase that has occurred in online purchases in the last 2 years adopted
by people and derived from the confinement that generated the 2019 pandemic.

Who: people between 20 and 50 years old

Objective
General

Identify the increase in online purchases that was generated from covid 19 in the
segment of 20 to 50 years in the metropolitan area of Monterrey

Research question

What is the increase in online purchases that people in the segment of 20 to 50 years
have been derived from the COVID 19 pandemic?

Specific

➔ Analyze the degree of trust of people in online purchases

➔ Identify the type of payment made during online purchases

4
➔ Find out if the media influenced people to increase their online purchases due to the

shortage.

➔ Generate a data collection instrument that allows information to be collected in the 20 to

50 year-old segment.

➔ Determine the perspective of consumers in relation to online purchases.

➔ Identify which are the most consumed products

Justification / Argument

The importance of this work is to analyze the impact generated by covid 19 in relation
to purchases and the sector from 20 to 50 years in the metropolitan area of MTY Nuevo León
given the confinement, business closure and other derived situations dictated by the
government; The information derived from this research will be used by MiPymes in this
metropolitan area that want to enter the sale of products online.

Hypothesis

H1. Derived from the pandemic 19, the behavior of consumption in the sector from 20
to 50 years old showed an increase in online purchases.
H2. The effects that 2019 brought as a consequence that people preferred to make
their purchases online given the risk of contagion.
H3. People's behavior was encouraging when making online purchases, therefore,
trust was generated in their transactions.
H0. Derived from the pandemic 19, the behavior of consumption in the sector from 20
to 50 years old did not show an increase in online purchases.

Limitations and Delimitations

To carry out this research, a survey was generated with questions formulated to result
in a certain scope in our hypotheses. The main limitation to be considered was the
participation of the respondent since answers answered with sincerity and understanding can

5
lead to a favorable result. Another limiting point was the number of questions to be asked,
since we tried not to overwhelm the respondent with various topics and long questions. The
delimiting factor to be considered was conducting the survey of people with general
knowledge of electronic platforms and an average age between 20 and 50 years of age who
reside in the metropolitan area of Monterrey.

Chapter 2

Theoretical Framework

In order to carry out an online sale, a consumer is necessary. According to Solomon

(2008) “A consumer is a person who identifies a need or desire, makes a purchase and then
discards the product”. Therefore, we can define that the consumer acts out of need or a desire,
much of this is influenced by an idea or a well-developed advertising on the part of the
selling company, it is worth mentioning that part of the consumers do not require a certain
product but try to satisfy the needs of friends, children, family, etc.

With the arrival of COVID 19, everyone had to adapt to the standards established by
the UN to avoid the risk of contagion and continue spreading the virus. That is why activities
as normal as shopping at department stores or supermarkets, going to cinemas, theaters,
parks, concerts, etc. they began to be longed for months after the first quarantine. Every
product or service is a purchase. The simplest way without leaving the confined dwelling was
to carry out all movement through the internet. If it is true that it is faster and more effective
to make purchases directly from the store, the pandemic confirmed that the same
effectiveness can be achieved by making purchases online.

Before the pandemic there were studies of consumer behavior and the factors derived
from the pandemic. Jaime Rivera Camino, Rolando Arellano Cueva and Víctor Molero Ayala
(2013) “refer to the fact that the study of consumer behavior is of interest to all of society
since we are all consumers. From a business perspective, marketers must understand
everything that affects their market to design successful business policies. Knowing the tastes
and preferences of consumers will help to correctly segment the market.”

6
 These consumer behaviors were giving a new meaning. According to Sheth (2020a)
“consumption habits are altered by changes in contexts”. When all premises were closed, a
great need was generated for food and hygiene, on the other hand, businesses and shops
began to make preventive purchases to avoid a shortage of the product that they offered to
their consumers, a shortage in the matter was soon achieved. premium, since the borders of
every country were closed. An alternative, shopping through the internet. Businesses were
forced to continue selling and offering the same quality of service through the internet since
in mid-2020 it was the most viable way.

In Mexico in 2020, there was a 35% increase in online purchases of essential

products, said Pierre Blaise, general director of the Mexican Association for Online Sales
(AMVO). The main cities were San Pedro Garza García and Monterrey. It is an important
piece of information since it mentions how Mexican SMEs have not yet managed to enter the
world of e-commerce, being a great opportunity to improve their sales. He mentions how
within the SMEs with entry into e-commerce, 88% consider it important to reinvent
themselves and create ideas through the internet and 56% of the SMEs whose main sale is
physical, consider that e-commerce and reinvent themselves are important.

Methodology

The tool used for this study was a survey, which consisted of interviewing people in
the Metropolitan area of Monterrey, Nuevo León. The survey is focused on people between
20 and 50 years of age, with the answers obtained from the selected questions, an analysis of
the final result, conclusions and respective recommendations was carried out.

A sample of 69 was taken into account to carry out the research, we arrived at this
figure taking a margin of error of 10% at a confidence level of 90%. considering that the
people in this figure are from the Monterrey Metropolitan area of the state of Nuevo León,
which is made up of 5,003,597.00 people between 20 and 50 years of age.

7
Analysis of Results

In this research, a survey was generated with the purpose of publicizing the increase
in online purchases during the pandemic, so according to the number of populations in the
Monterrey metropolitan area (5,003,597.00), our sample size was 69. We consider a margin
of error of 10%, hoping that these reflect the opinions of the general population and that at a
certain level of confidence of 90% the answers are correct. In addition to the survey carried
out, information was collected from different articles, analyzes and reports in order to
complement the mentioned hypothesis as part of the explanation of the problem.

Recently, users who surf the internet with an age range between 40 and 50 years
presented an increase of 10% compared to 2017 where about 6.5% of the population over 50
years old were internet users. Within the sample, it was found that of the 78 people surveyed,
59% were young people between 20 to 24 years of age, 11.5% between 25 to 29 years of age
as well as 30 to 34 years of age, 3.8% in the from 35 to 39 years, 5.1% from 40 to 44 years
and 9% for people 45 to 50 years of age.

8
 The survey was applied to both men and women, giving 67.9% to women, leaving
32.1% answered by men.

The result of the occupation of the respondents with a strong percentage of 41% is
represented by people who have a job, 26.9% represent people dedicated to study, another
26.9% to both occupations, leaving 5.1% to people with no occupation.

As part of the research, security and trust factors were taken into account, so 47.4% of
respondents say they are somewhat sure that the information entered on the platform to buy is
kept private, 35.9% are not so sure However, 11.5% of those surveyed say they are very sure

9
that their information is kept confidential, on the other hand, a very minimal percentage of
5.1% do not trust that their data is kept private.

Another factor that influences the consumer's online purchase are the different
payment methods that the various online platforms have, in which most debit or credit cards

are used. Of the people surveyed, 52.6% say they feel somewhat secure, this means that
despite the 26.9% who say they are not so sure, respondents would be willing to make
purchases online.

It is common for certain concerns to be generated when it comes to entering private

information and payment methods, these can prevent last minute purchases online. So, 61.5%

10
mention that some of the time they feel that way, 24.4% almost always, 9% always and 5.1%
never.

Taking into account the information collected, of the different forms of payment

offered on the websites, the debit card with 55.1% is the most frequently used by internet
users, later with 23.1% the credit card follows, 12.8% in cash and 9% through PayPal.

The websites that have positive reviews and their advertising appears frequently tend
to generate more security than others, compared to those that do not have reviews and are less

11
known by the population. Therefore, in the sample, 51.3% of those surveyed say they
consider buying a product in a new application, 35.9% mention not being sure, while 12.8%
say they are sure of making the purchase online in a new application.

Currently, the population can choose where to buy online as there are more than 100
websites. In the survey, the 4 most common websites where you can make purchases from
cleaning supplies to video games were placed. Of the 78 respondents, 73.1% feel safer to
make purchases through Amazon, 25.6% through Mercado Libre and 1.3% in AliExpress.
Amazon is an online platform where thousands of people globally decide to make purchases
for all occasions.

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 In the wake of the pandemic in 2019, many people were forced to stop purchasing
their products directly from the department store, so shopping online became a necessity. For
some people it was a difficult process of adaptation. The survey reflected, 59% said they had
not made online purchases, while 41% were already familiar.

Despite the confinement and having the need to stay at home, some department stores
of basic necessity remained open taking sanitary measures, so going or buying online are two
of the options that people had, even so 56.4% responded that sometimes they prefer to make
purchases online, 26.9% of those surveyed mention that they almost always prefer to make
purchases online, 10.3% Always and a minimum percentage of 6.4% would never change
physical purchases for online ones
As mentioned, there was a growing health and food (food) need, so many stores with
not so essential products faced a decrease in their monthly sales and had to innovate the way
in which they offered their products for sale. 85.9% used applications for online shopping,
while 14.1% did not use applications.

13
 Regarding how often respondents make their purchases online, 50% said they do it
every two months, 24.4% do it every six months, 19.2% buy online every week and 6.4%
only once a year.

Within the survey, the product purchased online is asked. This choice of categories
was matched to an equivalent of products offered by department store websites and online-
only stores. 40% of those surveyed say they buy only clothes, 20% another type of product

14
offered online, 15% buy electronic products online, 8.8% footwear, 7.5% in beauty products,
6.3% in video games or toys and only 2.5% on white goods.

Regarding the value of the Ticket in online purchases, 48.7% spend between $ 500
and $ 1,500 pesos, 21.8% consume between $ 1,500 and $ 2,000 pesos in products of their
desire / need, 14.1% spend less than $ 500 pesos, 7.7% make purchases of more than $ 3,000
pesos and 7.7% between $ 2,500 and $ 3,000 pesos.

Regarding the delivery time, they wonder if it was adequate and 96.2% mention
having received their product purchased online within the scheduled or established time,
while 3.8% say they did not receive the product in adequate time.

15
16
 After deciding to make the purchase online, what every consumer expects is that the
product is as he imagines it and as such is described on the page or online platform on which
he purchased it. This goes hand in hand with the concern and uncertainty that thinking that
the product meets expectations can cause, which is the reason why this question tells us that
98.7% of people did receive what they expected and only 1.3 % did not get what they needed.

In relation to the previous question to the respondents, 61.5% answered that they
would put a complaint or a bad review if the product does not meet what they expect and only
38.5% would let go of the disappointment of not having received what they purchased online.
Making a complaint is something that has become relevant for this type of pages and
platforms, since the same consumers in this way give popularity to those sites and generate
the confidence to buy or not from them.

17
 From looking for the product with the perfect qualities or that are more suited to the
consumer's need, to finding the safest place to make the purchase, the respondents have
answered with 29.5% that they had an excellent experience in the process of making the
purchase, 62.8% had a good experience, with 6.4% people that their experience was regular
and only 1.3% their experience was bad.

Despite searching for the product, finding the most reliable online page to enter your
data, making the payment method that is most convenient for people and the waiting time to
receive the purchased product, 100% of respondents gave as a result, if they were to compare
again on platforms and online stores.

18
Conclusions

At the end of the research, the hypotheses of the results of the surveys carried out to
the population of the metropolitan area of Monterrey between 20 and 50 years of age were
analyzed. With the observations we will be able to determine and analyze the derivation of
the increase in online shopping during the COVID 19 pandemic.

H1. After the analysis obtained, we can deduce that there was an increase in behavior
derived from pandemic 19 in the sector between 20 and 50 years of age, since 41% of the
surveyed population made online purchases before confinement. Once the pandemic started,
this percentage had an increase of 44.9% in online purchases in times of the pandemic.

H2. In the initial hypothesis it refers to whether, after the effects of the 2019
pandemic, the population of Monterrey preferred to make their purchases online given the
risk of contagion, it was deduced that the hypothesis is incorrect since 56.4% of those
surveyed, they say they prefer to buy online some of the time and only 10.3% prefer to do
their purchases online.

H3. Given the results obtained, we can define this correct hypothesis since it shows
how the population remained confident and encouraging about safe online purchases during
transactions since only 5.1% of those surveyed showed that they were not at all sure about the
new modality of shopping.

H0. This hypothesis is considered incorrect since H1 shows that after the growing
consumer confidence in websites, the population decides to buy certain basic necessities
online, causing an increase in consumption in the sector from 20 to 50 years of age in the
metropolitan area of Monterrey.

19
Recommendations

Within the recommendations when purchasing products via the internet, electronic
platforms could be evaluated to know if they are reliable or not, it can be said that when
wanting to make a purchase online, you must have the security and support that in These
platforms are reliable and do not represent any fraudulent risk.

It should be taken into account having the ease of being able to communicate either
through said platform or in some other way so that the purchase is more reliable. For the
delivery time, a reduction could be recommended at the time the delivery is made to the
respective address so that the people who make the purchases via the Internet have no
problem when waiting for a certain period of time. It could have some insurance against
accidents to be able to protect said consumers that in the event that the product they
purchased does not arrive within a certain delivery time, the merchandise can be replaced in
the event that it has been damaged or that the specified period.

Another important point to consider is to take into account that electronic platforms
have some type of security or alert in case they want to steal the identity of the consumer, in
the case of bank statements. It would be recommended to carefully read the privacy policy of
these digital platforms so as not to have any problems when making purchases online.

As a security measure, you should also take into consideration ending the session at
the time of completing the purchase since in this way there would not be so much problem of
some type of fraud or identity theft. Proofs of bank transactions must be had so that the
purchase on electronic platforms can be even more reliable.

So those online purchases can be increased, once the pandemic has ended, certain
campaigns could be worked with recognized people, with influencers of fashion or
merchandise that they handle on digital platforms so that users who follow said people have

20
knowledge of the platforms and can purchase products on the internet and feel confident
about the security handled by each of the pages in which they would be making known the
recognized people.

Within the graphs that were presented during the investigation, it can be observed that
most people use debit cards at the time of making said purchases online, this is because debit
cards do not apply any interest rate at the time to make purchases through bank cards.
However, we can also observe that many people in the Monterrey metropolitan area have
doubts when making purchases of goods online because they do not have sufficient
knowledge of web pages. Given these cases, recommendations were made so that people can
have greater reliability when wanting to buy items electronically.

21
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Annex

Data

23