Apptojo Behavioral Relationship Between Consumers and Food Merchants, Trought A CRM Mobile Appliaction

: B E H A V I O R A L R E L A T I O N S H I P
B E T W E E N C O N S U M E R S A N D F O O D
M E R C H A N T S , T H R O U G H A C R M M O B I L E
A P P L I C A T I O N .
U R I E L C A M B R Ó N H E R N Á N D E Z 1
M A R I E L A C H ÁV E Z M A R C I A L 2
I N S T I T U TO T E C N O LÓ G I C O S U P E R I O R D E C I U D A D H I D A LG O

The knowledge is to understand, the
wisdom is to understand that
sometimes it isn’t necessary to re-do
the wheel, just make it different…

AGENDA
STAGE 1: Introduction and general aspects
STAGE 1I: The “how to make” process
STAGE III: Results & Future

STAGE 1
I N T R O D U C T I O N & G E N E R A L A S P E C T S

INTRODUCTION: GENERAL ASPECTS
Electronic commerce systems serve as a media pillar in
emerging markets. Approximately every minute
$862,823.00 dollars are spent on online purchases [7]. Of
this figure, a substantial percentage goes to electronics,
clothing, furniture, and digital content; However, the
percentage that goes to electronic food stores is almost
imperceptible.
[7] ONTIVEROS, E.: La economía en la Red, Nueva Economía, nuevas finanzas, Taurus, 2001

INTRODUCTION: PROBLEMATIC
In the state of Michoacán, Mexico, the businesses of the
food sector (MSMEs of food sales), have a clear problem
when it comes to marketing their products through the
Internet, resulting in a sinuous and sometimes
counterproductive process in the investment aspect benefit
that can be obtained; subtracting competitive value with
large food chains whose processes and marketing lines are
territorially and logistically speaking, superior.

WHAT IS IN THE
CURRENT
MARKET?
STATE OF ART

F O O D G O
The project
"FoodGo", intended
to generate an
increase in the
information of a dish
through situated
analytics. But, the
prototype couldn’t
go to market. 1
1.- Roland P. Abaoa, Cenie V. Malabananb,
Adrian P. Galidoc

N YA M
The NYAM project,
part of the expectation
of generating a link of
recreational and
necessity consumption
in the end user,
allowing him to find
businesses near his
location in real time,
and filtering the best
food businesses based
on the opinion of
other consumers3
3.- Erika Isabela, Jennifer Drona, Nailatul
Fadhilah

M U LT I P E R S O N
H O U S E H O L D
B E H AV I O R
"Differences in
perceptions about
food delivery apps
between single-person
and multi-person
households", since it is
an SEM that allows to
determine the
behavior of the
relationships between
multiple consumption
structures (customers-
businesses)2
2.- MeeheeCho, Mark A. Bonn, Jun (Justin)
Li

STAGE 2
T H E “ H O W TO M A K E ” P R O C E S S

METHODOLOGY
was based on a hermeneutical methodology,
where the study background was the mobile
applications of Uber Eats and “Sin delantal”, because
they are the most used in the country, but without
reflecting an exponential growth as It was planned by
the companies that developed them.

SCRUM, CMMI, BABOK
The development of a mobile application requires an in-depth study of
What? And for what? We want to do, considered as principles of
innovation in quality models such as CMMI and Babok [11]. In order to
comply with the previous premise, the agile development model SCRUM
[8] was adopted, given that this model allowed working with a reduced
work team (3 members) in charge of the application's development,
algorithm, logic and software engineering, in addition to a team external
to the development area, made up of professionals in the areas of
graphic design, user experience, digital marketing and finance, with
teams approved in one, the application could be developed without major
inconvenience.[11] IIBA (INTERNATIONAL INSTITUTE OF BUSINESS ANALYSIS).: Babok A guide to the business Analysis Body of Knowledge, IIBA, 2015
[8] SCHWABER K., SUTHERLAND, J.: The Scrum Guide™, 2017

WHAT ABOUT
BACKEND?
- Firebase
- Cloud
Messaging
- Google Cloud
Platform
- NodeJS/PHP
REST
- Openpay
- Kotlin
- Java

STAGE 3
R E S U LT S & T H E F U T U R E

B E H AV I O R R E S U LT S
B E T W E E N C L I E N T S
A N D B U S I N E S S E S .
Through a growth rate of
140% in the last 7 days of
evaluation of the
application at the time of
the cut (September 29), you
can see the increase of
140% interaction in contrast
to the audience captured
28 days ago, at the time of
publishing the first version
of the application in Play
Store.

T I M E S U S E D
The interaction in the application
requires less than 5 minutes to
be able to generate an order
(on the client's side), and
approximately 20 minutes on
the business side to be able
to add an order. The average
time in the application is 15 min
and 59 s, the above arises as a
result of the interaction segments
that lead to events, in which users
generate interactions between
them, confirming or canceling
orders, as well as generating
reports of sales, history and
qualifications of orders.

T R E N D B E H AV I O R O F
U S E R S W H O
D O W N LOA D E D T H E
A P P L I C AT I O N
The behavior of the users was
variable in terms of trends and
the area from which the
application was downloaded,
along with the category as the
application was found in the
Play Store. Most of the
audience was found in the
category of Media and
Entertainment, as well as
purchases, technology, and
lifestyle, with this goal is
achieved to bring people
looking for a style of digital
consumption, with the
MiPymes of Hidalgo,
Michoacán, Mexico.

S CO P E A N D
R E L E VA N C E O F T H E
A P P L I C AT I O N
The total number of visits
generated in the last
days was 621 customers,
(the business data is kept
in a confidential phase);
Of which, 98.5% were in
Mexico, while 1.5% were
in the United States.

APPTOJO'S APPLICATION ALLOWS,
AMONG OTHER THINGS, THE FOLLOWING:
• Food marketing
• Promotion of local businesses
• Consolidation of CRM systems for MSMEs
• Exponential increase in sales in MSMEs
• Facilitate the customer to obtain dishes
• Generation of a Big Data system for the analysis of user behavior (which
consumes, where, in what season)
• Mrktg Direct Segments

FINALS
The models of mobile applications that innovate in the
conceptualization of CRM, should be a priority in the stack of
projects of universities, approved to the private initiative, you
can obtain significant results that are an engine of change for
the benefit of society in which involves the development and
implementation of a technological project

We thank the honorable committee of HIS 2018 for the
opportunity to present the progress and results of this
project, wishing success in the future research work
carried out, in order to promote scientific and
technological development that allows the transcendence
of knowledge in humanity
THANKS!

Apptojo Behavioral Relationship Between Consumers and Food Merchants, Trought A CRM Mobile Appliaction

[1] DEL BARRIO, L.: Del Business al e-Business en tiempos de crisis, Ges- tión 2000, 2003
[2] ESCOBAR, M.: El Comercio Electrónico, perspectiva presente y futura en España, Fundación AUNA, 2000
[3] TERCEIRO, J. B., MATÍAS, G.: Digitalismo, El nuevo horizonte sociocul- tural, Taurus, 2001
[4] GARCÍA VALCÁRCEL, I., MUNILLA, E.: e-Business Colaborativo, FC Edi- torial, 2003
[5] EISENMANN, T. R.: Internet business models: text and cases, McGraw-Hill, 2002
[6] [CHAFFEY, D.: E-business and E-commerce management, 2nd edition, Prentice Hall, 2003
[7] ONTIVEROS, E.: La economía en la Red, Nueva Economía, nuevas finanzas, Taurus, 2001
[8] SCHWABER K., SUTHERLAND, J.: The Scrum GuideTM, 2017
[9] JAVIER MAESTRE, J.: ALMEIDA, C., La Ley de Internet: régimen jurí-
dico de los servicios de la Sociedad de la Información y el comercio electró- nico, Servidoc, 2002
[10] VÁZQUEZ, C.: Comercio electrónico, firma electrónica y servidores: Comentarios y anexo Legislativo, Editoria
[11] IIBA (INTERNATIONAL INSTITUTE OF BUSINESS ANALYSIS).: Babok A guide to the business Analysis Body of
[12] EQUIPO DEL PRODUCTO CMMI.: CMMI para Desarrollo, Versión 1.3 CMMI-DEV, V1.3, Software Engineering
[13] Roland P. Abaoa, Cenie V. Malabananb, Adrian P. Galidoc.: Design and Development of FoodGo: A Mobile A
Augment Product Information, Procedia Computer Science, 2018
[14] MeeheeCho, Mark A. Bonn, Jun (Justin) Li.: Differences in perceptions about food delivery apps between sin
International Journal of Hospitality Management, 2018
[15] Erika Isabela, Jennifer Drona, Nailatul Fadhilah, Dian Felita Tanoto, Jeklin Harefa, Gredion Prajena, Andry Cho
Based Aplication for Food Finding Using GPS, Procedia Computer Sci- ence, 2018

Contact
My website: https://uriel.izcali.pro
LinkedIn: https://www.linkedin.com/in/urielcambron/
Email: holasoyuriel@izcali.pro
Github: https://github.com/urksiful

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