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Pontificia Universidad Católica Del Perú Facultad De Gestión Y Alta Dirección

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Pontificia Universidad Católica Del Perú Facultad De Gestión Y Alta Dirección PONTIFICIA UNIVERSIDAD CATÓLICA DEL PERÚ FACULTAD DE GESTIÓN Y ALTA DIRECCIÓN Identificación de perfiles del consumidor de aplicativos móviles de delivery de comida en las zonas 6 y 7 de Lima Metropolitana Tesis profesional para obtener el título profesional de Licenciada en Gestión con mención en Gestión Empresarial presentada por: GÓMEZ PAREDES, Liz María José MENESES GUTIÉRREZ, Jessy Meneses QUISPE ALARCÓN, Yamilé Juana Sofía Asesoradas por: Mgtr. Milos Richard Lau Barba Lima, junio de 2020 La tesis Identificación de perfiles del consumidor de aplicativos móviles de delivery de comida en las zonas 6 y 7 de Lima Metropolitana ha sido aprobada por: ________________________________ Mgtr. Paloma Martínez-Hague Chonati [Presidente del Jurado] _______________________________ Mgtr. Milos Richard Lau Barba [Asesor Jurado] _______________________________ Mgtr. María de Fátima Ponce Regalado [Tercer Jurado] I A mi mami, por su amor y dedicación, sin ella no hubiera sido posible lograr este objetivo. A mi abuelita que, si bien no pudo estar presente físicamente al final de este camino, sé que me acompaña todo el tiempo. A mi abuelito por sus consejos. A Ricardo y Fabrizio por su apoyo, motivación y aguantar las reuniones grupales en la casa. A mis amigas Yamilé y Jessy porque las risas no faltaron, más bien sobraron. Los quiero. María José Gómez A mi madre, por ser mi guía y mi motivación en todos mis pasos a seguir. A mi papá, por su esfuerzo y apoyo incondicional para culminar mis estudios. A mi hermano Álvaro, por ser mi soporte en esta etapa. A mis compañeras de tesis y grandes amigas, por la paciencia y dedicación. Finalmente, a mi familia, por todos los aprendizajes y consejos. Jessy Meneses A mi familia por el apoyo incondicional. A mis padres por el esfuerzo, amor, motivación y por siempre querer darnos lo mejor a mí y a mi hermano. A mis abuelos quienes siempre me han guiado y protegido desde pequeña. A mis compañeras de tesis y amigas, Majo y Jessy, por la dedicación y convertir esta etapa en innumerables recuerdos que perdurarán en mí para siempre. Yamilé Quispe II A nuestro querido asesor, Milos Lau, por su gran apoyo, dedicación y exigencia para el logro de esta tesis. Para los docentes de la Pontificia Universidad Católica del Perú, en especial a Franco Riva, quienes nos brindaron su tiempo y orientación para el desarrollo de la tesis. A los representantes de Rappi y Glovo, quien nos brindaron su tiempo para el desarrollo del presente estudio. III TABLA DE CONTENIDO INTRODUCCIÓN ...................................................................................................................... 1 CAPÍTULO 1: PLANTEAMIENTO DE INVESTIGACIÓN .................................................... 3 1. Problema de Investigación ...................................................................................................... 3 2. Pregunta General ..................................................................................................................... 5 2.1. Preguntas Específicas ..................................................................................................... 5 3. Objetivos Planteados ............................................................................................................... 5 3.1. Objetivo General ............................................................................................................. 5 3.2. Objetivos Específicos ..................................................................................................... 6 4. Justificación ............................................................................................................................ 6 5. Viabilidad ................................................................................................................................ 6 CAPÍTULO 2: MARCO TEÓRICO ........................................................................................... 8 1. Comercio electrónico .............................................................................................................. 8 1.1. Clasificación del comercio electrónico ......................................................................... 10 2. Economía bajo demanda (on demand economy) ................................................................... 12 2.1. Gig economy ................................................................................................................. 12 2.2. Economía colaborativa ................................................................................................. 13 2.3. Economía bajo demanda ............................................................................................... 13 3. Comportamiento de consumidor ........................................................................................... 14 3.1. Comportamiento del consumidor digital ...................................................................... 18 4. Segmentación de mercado .................................................................................................... 19 4.1. Proceso de segmentación .............................................................................................. 20 4.2. Variables de segmentación ........................................................................................... 22 4.3. Perfiles del consumidor digital ..................................................................................... 24 5. Modelos aplicados al sujeto de estudio ................................................................................. 25 CAPÍTULO 3: MARCO CONTEXTUAL ............................................................................... 32 IV 1. Sector gastronomía en el Perú ............................................................................................... 32 1.1. Canales de venta ........................................................................................................... 33 2. Aplicativos móviles de delivery ............................................................................................ 34 2.1. Contexto actual en el mundo ........................................................................................ 35 3. Aplicativos móviles de delivery en el Perú ........................................................................... 37 3.1. Análisis contextual de los aplicativos de delivery en Lima .......................................... 40 3.2. Las 5 fuerzas de Porter .................................................................................................. 45 4. Descripción de las empresas de aplicativos móviles de delivery .......................................... 47 4.1. Glovo ............................................................................................................................ 49 4.2. Rappi ............................................................................................................................. 52 4.3. Uber Eats ...................................................................................................................... 55 CAPÍTULO 4: MARCO METODOLÓGICO .......................................................................... 59 1. Planteamiento de la metodología .......................................................................................... 60 1.1. Alcance ......................................................................................................................... 60 1.2. Enfoque metodológico .................................................................................................. 60 1.3. Diseño metodológico .................................................................................................... 61 2. Mapeo de actores .................................................................................................................. 61 2.1. Representantes de las empresas del sector .................................................................... 62 2.2. Especialistas .................................................................................................................. 62 2.3. Clientes de Glovo y Rappi ............................................................................................ 63 3. Herramientas de recolección de información ........................................................................ 63 3.1. Herramienta cualitativa ................................................................................................. 63 3.2. Herramienta cuantitativa ............................................................................................... 65 4. Herramientas de análisis de información .............................................................................. 71 4.1. Análisis Cualitativo....................................................................................................... 72 4.2. Análisis Cuantitativo..................................................................................................... 72 V CAPÍTULO 5: RESULTADOS DE INVESTIGACIÓN .......................................................... 78 1. Análisis de estadística descriptiva ......................................................................................... 78 1.1. Variables geográficas .................................................................................................... 78 1.2. Variables demográficas ................................................................................................. 79 1.3. Variables conductuales ................................................................................................
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