Análisis de Tendencias de Gustos y Preferencias de los Consumidores de Almacenes Veterinarios del Ecuador

The veterinary business has increased in recent years with the proliferation of veterinary clinics, offices and warehouses. Businesses in this sector –like all others–have to fight in ahighly competitive environment, and in which smartphones, social networks and the internet are increasingly involved. That is why the present study aims to analyze the trends of tastes and preferences of the clients of veterinary stores in Ecuador, for which scientific observation of the web and Facebook pages of 7 veterinary stores was used; and the application of a questionnaire to 369 pet owners. The results showed that the price, quality and promotions or discounts that customers of this type of business can receive are determining factors for the purchase decision; The communication channels preferred by customers to receive advertising are social networks and at the point of sale. As conclusions, it can be pointed out that veterinary stores must embark on digital transformation processes -if they have not done so yet-in order to increase their presence and reach in the market, as well as design marketing strategies both at online points of sale as a physical that allows to increase the frequency of purchase of the products and services offered, all this supported by a trained sales force and an adequate location of the merchandising.