Estudio de los factores que inciden en la compra de categoría caldos solubles en canal tradicional en la parroquia Ximena de Guayaquil
Fecha
2019-09
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El actual estudio se basa en el análisis de los factores que inciden en la compra de la categoría caldos solubles en el canal tradicional en la parroquia Ximena de Guayaquil.
Los consumidores se encuentran en un entorno cambiante en el que las industrias de alimentos se ven obligada a crear productos competitivos para un buen posicionamiento en el mercado. El cliente se ve expuesto a una amplia gama de productos que compiten en una misma categoría, pero de diferentes marcas, motivo que varían en la elección ya sea por características, percepción, necesidades o requerimientos de las personas. El comportamiento del consumidor se ha convertido un tema que toma importancia en la actualidad motivo por el cual las empresas invierten en departamento de I & D para conocer las percepciones de los clientes actuales.
Para la elaboración del estudio, se aplica una investigación tanto cualitativa como cuantitativa, considerando como población las amas de casa que residan en la parroquia Ximena de Guayaquil. Los resultados obtenidos nos permiten identificar los factores que inciden en la decisión de compra de los caldos solubles.
The current study is based on the analysis of the factors that affect the purchase of the soluble broths category in the traditional channel in the Ximena parish of Guayaquil. Consumers are in a changing environment in which the food industry is forced to create competitive products for a good market positioning. The customer is exposed to a wide range of products that compete in the same category but of different brands, reason that vary in the choice either by characteristics, perception, needs or requirements of people. Consumer behavior has become an issue that is important today, which is why companies invest in the R&D department to learn about the perceptions of current customers. For the preparation of the study, both qualitative and quantitative research is applied, considering as a population the housewives residing in the Ximena parish of Guayaquil. The results obtained allow us to identify the factors that influence the purchase decision of soluble broths.
The current study is based on the analysis of the factors that affect the purchase of the soluble broths category in the traditional channel in the Ximena parish of Guayaquil. Consumers are in a changing environment in which the food industry is forced to create competitive products for a good market positioning. The customer is exposed to a wide range of products that compete in the same category but of different brands, reason that vary in the choice either by characteristics, perception, needs or requirements of people. Consumer behavior has become an issue that is important today, which is why companies invest in the R&D department to learn about the perceptions of current customers. For the preparation of the study, both qualitative and quantitative research is applied, considering as a population the housewives residing in the Ximena parish of Guayaquil. The results obtained allow us to identify the factors that influence the purchase decision of soluble broths.
Descripción
pdf
Palabras clave
CONSUMIDOR, CALDOS, FACTORES, ALIMENTOS
Citación
Apa