Vol. 13 (12) pp. 1424-1436 DOI: 10.21474/IJAR01/22478

TRANSFORMATION DIGITALE ET DECISION DACHAT DES CONSOMMATEURS DANS LES SUPERMARCHES AU BENIN : ETUDE EXPLORATOIRE

  • Enseignant-Chercheur, Ecole Nationale d Economie Appliquee et de Management (ENEAM), Universite d Abomey-Calavi (UAC), Laboratoire de Recherches en Analyse Strategique des Organisations (LARSO).
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Abstract

This article examines the factors of digital transformation in supermarkets in Benin and their influence on consumers purchasing decisions. To this end, a qualitative study was conducted through semi-structured interviews with twenty (20) customers and six (6) supermarkets managers.The results indicate that supermarkets online presence increases visibility and consumer trust, digital payment systems enhance security and satisfaction, and direct marketing practices foster customer loyalty. Digital transformation therefore emerges as a strategic lever for competitiveness and the optimization of the customer experience, provided it is accompanied by adequate human support and technological transparency.

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How to Cite This Article

Agbangla Sardou Gilchrist (2025); TRANSFORMATION DIGITALE ET DECISION DACHAT DES CONSOMMATEURS DANS LES SUPERMARCHES AU BENIN : ETUDE EXPLORATOIRE, Int. J. of Adv. Res., 13 (12), 1424-1436, ISSN 2320-5407. DOI: https://doi.org/10.21474/IJAR01/22478

Corresponding Author

AGBANGLA Sardou Gilchrist
Nationale d’Economie Appliquée et de Management (ENEAM)
Creative Commons Attribution 4.0 This work is licensed under a Creative Commons Attribution 4.0 International License.