Digital Consumer Profile: A Segmentation Approach for Opticians

The research focused on Sustainable Development Goal 8, which promotes decent work and economic growth, by studying theories related to determining the profile of online shoppers. The overall objective was to determine the characteristics of the digital consumer profile and the segments to which digital customers of optical stores in Chimbote belong in 2025. The research was applied, with a quantitative approach, a non-experimental design, and a descriptive-correlational level. The population consisted of 1,800 customers from 2024, with a sample of 317 customers. Simple random sampling was used to obtain data through a survey. The results showed the existence of five segments based on the profiles found: exclusive aesthetics, natural aesthetics, whimsical aesthetics, practical naturals, and traditional naturals. This was corroborated by the hypothesis test, where the resulting p-value of 0.018 was less than 0.05, confirming the existence of digital consumer profile characteristics according to the segments to which the digital customer belongs. In conclusion, the data obtained made it possible to determine the main characteristics that define the profiles of digital consumers in the optical sector of Chimbote.