Methodology

The market research was made in the city of Guayaquil, Ecuador during the month of
March 2016. To carry out the market research three tools were employed for a
quantitative and qualitative research. For a quantitative research, 200 surveys were
made in Google Forms, to register the data digitally and improve the effectiveness in the
completion of the surveys by different age groups. For this tool, it was chosen a
demographic starting from 18 years old and who had a previous supermarket shopping
experience. In this survey eleven questions were asked, concerning the age group,
gender, income level, and habits in the practice of supermarket shopping.
The second tool for market research was the practice of two focus groups. In these focus
groups the market research was looking for qualitative results and discussion related to
the physical supermarket shopping experience. The first focus group was made in the
UEES library with the participation of eight people of a demographic group from ages
20-27 years old. Taking in consideration that the main shoppers in the supermarket
industry tend to be of a higher age, the second focus group was made with participants
from ages 30 and higher. The second focus group was organized in the food court of a
shopping mall, Mall del Sol, where a group of eight participants accepted to help in the
research. The focus group consisted in a moderator, an assistant moderator, a
cameramen and the participants. In each focus group a set of twelve questions were
asked concerning their experience in the conventional supermarket shopping, and
opinions related to a new service from smartphones for supermarket shopping.
The third tool employed in this market research consisted of two interviews to experts in
the field. For the first interviewer, it would be necessary an interview to an expert in
systems and digital applications. It was organized an interview with the UEES Faculty
of Telecommunications and Electronics Systems teacher Loana Lema to give her expert
opinion of the current market and the feasibility of creating a supermarket app. For the
next interview, it was chosen an expert in the supermarket industry to give details
related to the market and an opinion for the MiCanasta app. The interview was made
with Christian Santillan, a general manager of a Mi Comisariato branch supermarket.
To compile information related to the retailing industry in the country, it was consulted
the website Passport from the international organization Euromonitor International.

Focus Group 1 Results

The first focus group was made in the UEES library with eight participants with an age
range from 20 to 27 years old. For the first question, it was known that every participant
had a smartphone which they use throughout their daily routines. The participants had
different opinions whether they like to go supermarket shopping or not. While they like
to go to shop at supermarkets, some claimed that the worst part of going to a
supermarket is doing long waiting lines to pay for their groceries. Also some claim that
they do not like going on Sundays because it is the day when most people usually do
groceries shopping, as they take advantage of their free time. In the other hand, they
claimed that the positive aspects of doing supermarket shopping was choosing from a
variety of products and claim they like to do spontaneous shopping.
The group knew what QR codes are and indicated clearly the use of this tool, such as
helping to identify items and provide an easy access to information. When asked about
if they have done online shopping, only three had done so; however, most of the
participants consider that online shopping is trustworthy and theres little risk of being
hacked thanks to the advances in internet security, both outside and inside the country.
They claimed that doing shopping through a mobile application would be as well
trustworthy.
Participants were asked about how a supermarket smartphone application would be
successful. They claimed that in order to be successful the application should be specific
when portraying each product, by showing details such as product features, size, expire
date. Some participants claim that it must be considered that one of the representative
groups would be housewives and whether they use the application or not would depend
the success of it.
They were asked their opinion regarding the delivery methods and how much they
would pay for it. The participants claimed that the delivery rate must be proportional to
the distance. While some defined the cost on average 2 dollars, based on the service
provided by Nelson, others claim that they would pay more if the distance is large. They
do not realize that the service is not provided by large grocery stores. Finally, they think
that should be asked by all payment options, cash, via app, or credit card. Among the
options to be included is that the service be paid before delivery, but also at-the-door
payment to verify that all products arrived as they want to.

Focus Group 2 Results

The second focus group was made in Mall del Sol, a shopping mall that includes a
supermarket from a positioned company in the Ecuadorian market. The second group
included eight participants, most of them from ages 30 and higher years old, and most
participants were married and have kids. The income level of most of the participants
were low to medium.
While some did not have a smartphone, those that did use frequently apps of social
networks such as Facebook and messaging such as WhatsApp. The participants claimed
that they like to go shopping directly to the supermarket since they have the option of
choosing their groceries and know about special offers of available products.
In this group most of them do not knew what the QR codes were, but those who knew
about them had use them before and consider them useful to access links. The worst
moment they consider of doing shopping at supermarkets are the waiting line.
Participants usually have a preliminary list of the items they will buy, which saves them
time. Upon hearing about the possibility of making purchases that are delivered at
home, said that they would not change the purchases made at supermarkets, rather they
would consider it for situations where you do not have time. They consider the
supermarket app idea as a good one, since they claim that could use the time of
shopping for other leisure activities.
Recommendations
Based on the results from the focus groups it is recommended that the MiCanasta app
give the most details for each of the products that will offer and to show special offers
right from the app. This recommendation would be useful to replace the experience of
shopping in a supermarket, but turning it in a simpler and easier experience right from a
smartphone. Following the results, it is recommended that further focus groups for the
project be organized based on different demographics such as one designed especially
for housewives, to gather information, such as how they would be encouraged to use an
app of this kind. Another focus group can be practiced once the application begins to be
designed in order to gather opinions and preferences regarding the user interface.
Conclusions
Following the results from the focus group, there is a feasible project in the creation of
the supermarket app. By using this tool, the market research has provided insights of

how the application must be designed to provide the full supermarket experience right
from the app. Much of the application attraction can be determined by the provision of
information such as offers, product features, specifications and other details. While the
population of consumers aged 50 and up could present more difficulties in replacing
traditional supermarket shopping, there is a potential segment from younger consumers
that could be attracted in using the MiCanasta application.
Survey Analysis
1. Most of those surveyed group (40,6% 18-24 years old and the 26,4% 25-30 years old)
2. The surveyed group (47,2% male and 52,8% female)
3. 74% of the sample, as most consider their income level belongs to a medium NSE.
4. Almost half of the sample, have a purchase frequency in supermarkets of one to two
times per month. Followed by a considerable percentage 36.4% with a frequency of
purchase of three to four times per month.
5. 53.8% of people stay between 30 minutes to 1 hour in the supermarket doing their
shopping.
6. Most of the selected sample spend between $ 41- $ 100 on every purchase you make
at the supermarket, indicating that first and second place ($ 101- $ 200 27.2%) are the
type of people who buy supplies for a home and in third place with 21.5%, people who
make purchases for meetings or temporary use.
7. 93.9% of the population has a smartphone, indicating that the Ecuadorian market tries
to adapt to technological changes that the years can offer them.
8. 52.6% of the population has not money transactions or purchases using a mobile
phone, but it should be emphasized that they have not introduced many applications or
digital media to facilitate and optimize trade in Ecuador.
9. 67% of the sample have a positive response to the possible implementation of a
virtual store, making it a potential market.
10. 55.3% which is slightly more than half of the sample are not familiar with QR
codes. Which could hinder the Ecuadorian adaptation to this new retail market, but in
these cases the target audience is educated to avoid gaps between the consumer and the
company.
11. 73.4% of the population used as a transport a car.

Conclusions
Shopping online is one of the greatest aspect of the internet today. By choosing to
shopping online people will be able to enjoy many benefits, some of them are saving
time, variety and price.
Firstly, shopping online can help people save their time. when people so busy and don
not have any time to go shopping, shopping online is so convenient for them. People
only choose goods they want and order them, in a short time it will be moved to people.
Moreover, people can shopping online any time they want or they have freetime without
depend on the opening time and closing time of shop, so people can save the time for
shopping to do they works.
Good experiences with returning items leads to repeat customers and recommendations
for the retailer. Good returns experiences are marked by ease for the consumer, while
the bad experiences highlight hassles and the extra cost required.
Shopping online have more benefits for people, it help people save their time, their
money and goods in online shop are so variety and its very convenient for people.