Análisis del impacto de la etiqueta semaforizada en el comportamiento de compra del consumidor de bebidas gaseosas en el sector la florida, de la Ciudad de Guayaquil
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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El trabajo de investigación se desarrolló por motivo de que según las estadísticas registrado en el Anuario de Nacimientos y Defunciones publicado por el Instituto Nacional de Estadísticas y Censos (INEC), una de las principales causas de muerte es la diabetes mellitus y enfermedades hipertensivas, considerando que según el Ministerio de Salud Pública ha definido el consumo excesivo de azúcar y sal causantes de estas enfermedades. Por lo mencionado anteriormente se propuso como objetivo de la investigación diagnosticar la realidad del comportamiento del consumidor en relación a la información que proporciona la etiqueta semaforizada en las bebidas gaseosas, para luego plantear una campaña de concientización para reducir el consumo de las mismas e ingerir agua. Para este trabajo de investigación se planteó una metodología tipo mixta y de análisis cualitativo y cuantitativo, para determinar cuál es el comportamiento del consumidor en la adquisición de una bebida gaseosa. Se realizó una encuesta a 380 personas de 18 a 43 años en el sector La Florida de la ciudad de Guayaquil, para emitir un análisis de cómo ven las personas la idea de realizar una campaña de concientización. Como propuesta, se planteó elaborar una campaña de concientización para hacer un cambio en las personas en la decisión de compra en el momento de adquirir una bebida gaseosa, enfatizando el consumo de agua, utilizando como medios de comunicación los afiches, publicidad en el periódico y redes sociales; con el objetivo de que la población adquiera una bebida saludable.
The research work was developed according to statistics which recorded in the Yearbook Births and Deaths published by the National Institute of Statistics and Censuces (INEC), one of the principal causes of deaths is diabetes mellitus and hypertensive disease, considering that the Minestry of Public Health has defined the overconsumption of sugar and salt as causative of these diseases. As it was mentioned before it was proposed as a target of the research to diagnose the reality of the consumer behave related to the information which is provided by the signalized label in soft drinks and then performed an awareness campaign. For this research work it was proposed a kind of mixed methodology and qualitative and quantitative analysis, to determine which is the consumer behave when they get a soft drink. It was developed an interview with a Marketing Manager to determine the label of importance of an awareness campaign. Also it was developed a survey with 380 people from 18 to 43 years old in a sector which is called ´´La Florida´´ in Guayaquil city, to give an analysis of how people see the idea of performing an awareness campaign. As a proposal, it was stablished to elaborate an awareness campaign to make a change in people when they buy a soft drink, emphasizing the water consumption, using as a media posters, advertisements on the newspaper and social networks; with the objective of that the population get a healthy drink.
The research work was developed according to statistics which recorded in the Yearbook Births and Deaths published by the National Institute of Statistics and Censuces (INEC), one of the principal causes of deaths is diabetes mellitus and hypertensive disease, considering that the Minestry of Public Health has defined the overconsumption of sugar and salt as causative of these diseases. As it was mentioned before it was proposed as a target of the research to diagnose the reality of the consumer behave related to the information which is provided by the signalized label in soft drinks and then performed an awareness campaign. For this research work it was proposed a kind of mixed methodology and qualitative and quantitative analysis, to determine which is the consumer behave when they get a soft drink. It was developed an interview with a Marketing Manager to determine the label of importance of an awareness campaign. Also it was developed a survey with 380 people from 18 to 43 years old in a sector which is called ´´La Florida´´ in Guayaquil city, to give an analysis of how people see the idea of performing an awareness campaign. As a proposal, it was stablished to elaborate an awareness campaign to make a change in people when they buy a soft drink, emphasizing the water consumption, using as a media posters, advertisements on the newspaper and social networks; with the objective of that the population get a healthy drink.
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CAMPAÑA, ESTILO DE VIDA, VIDA SALUDABLE, ETIQUETA SEMAFORIZADA