ANÁLISIS DEL COMPORTAMIENTO DEL CONSUMIDOR SOBRE LAS LECHES VEGANAS ANTE LA TENDENCIA FITNESS
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2017-02
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UNIVERSIDAD DE GUAYAQUIL
Resumen
En el presente trabajo de investigación se detalla el proceso realizado para analizar el
comportamiento del consumidor sobre las leches veganas y la tendencia fitness que hoy en
día es cada vez más creciente en el mercado de Guayaquil. Como punto de partida del
trabajo, se realiza el planteamiento del problema correspondiente a la investigación, en el
marco teórico se basa en teorías que sustentan la investigación a través de fundamentaciones
epistemológicas. El comportamiento del consumidor juega un rol muy importante en los
negocios, debido que; muchos consumidores pueden ser fiel a una marca, sin embargo; al
momento de un impacto en la sociedad, las tendencias del mercado, ese consumidor puede
cambiar sus gustos y preferencias, debido que se deja persuadir por lo que dicta el mercado.
El veganismo es un estilo de vida que consiste en no consumir cualquier producto o servicio
de los animales o su explotación, lo que buscan este micro nicho de mercado es crear
coherencia entre la comida sana y dejar de lado la explotación animal. La metodología de la
investigación permitió definir los parámetros para el proceso de recolección de los datos, los
mismos que permitirán poder analizar los datos para tomarlos como iniciativa en cuanto a las
recomendaciones y conclusiones. Los datos fueron obtenidos de una muestra de la población
de tres principales gimnasios ubicados en el norte de la ciudad de Guayaquil. Dentro de las
conclusiones se exponen los resultados más relevantes del trabajo y en las recomendaciones
están para consumidores como proveedores no dejen de lado estrategias enfocadas a este
micro nicho porque los alimentos veganos no son una tendencia pasajera.
In this research the process performed to analyze consumer behavior on vegan milks and fitness trend today is increasingly growing in Guayaquil detailed market. As a starting point of work, corresponding approach to research problem is carried out in the theoretical framework is based on theories that support research through epistemological foundations. Consumer behavior plays an important role in business, because that; many consumers may be loyal to a brand, however; at the time of an impact on society, the market trends, the consumer can change their tastes and preferences, due to be persuaded by what the market dictates. Veganism is a lifestyle that is not consuming any product or service animals or exploitation, seeking this micro niche market is to create consistency between healthy food and sideline animal exploitation. The research methodology allowed us to define the parameters for the process of data collection, which will allow them to analyze the data for taking the initiative in terms of recommendations and conclusions. Data were obtained from a sample population of three main gyms located in the north of the city of Guayaquil. Among the conclusions the most relevant results of the work are discussed and the recommendations are for both consumers and providers do not overlook strategies focused on the micro niche because vegan foods are not a passing trend.
In this research the process performed to analyze consumer behavior on vegan milks and fitness trend today is increasingly growing in Guayaquil detailed market. As a starting point of work, corresponding approach to research problem is carried out in the theoretical framework is based on theories that support research through epistemological foundations. Consumer behavior plays an important role in business, because that; many consumers may be loyal to a brand, however; at the time of an impact on society, the market trends, the consumer can change their tastes and preferences, due to be persuaded by what the market dictates. Veganism is a lifestyle that is not consuming any product or service animals or exploitation, seeking this micro niche market is to create consistency between healthy food and sideline animal exploitation. The research methodology allowed us to define the parameters for the process of data collection, which will allow them to analyze the data for taking the initiative in terms of recommendations and conclusions. Data were obtained from a sample population of three main gyms located in the north of the city of Guayaquil. Among the conclusions the most relevant results of the work are discussed and the recommendations are for both consumers and providers do not overlook strategies focused on the micro niche because vegan foods are not a passing trend.
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Palabras clave
COMPORTAMIENTO DEL CONSUMIDOR, ALIMENTOS VEGANOS
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