Packaging de cereales en la decisión de compra en los consumidores de la Floresta 1 en la ciudad de Guayaquil
Fecha
2020-10
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo de titulación se realiza una investigación sobre el factor de influencia que tiene el packaging en la decisión de compra en los consumidores del sector sur de la Floresta 1, el tipo de investigación que se utilizó es descriptivo, así mismo, el método de investigación fue mixta, para obtener los resultados de esta investigación sobre los factores de influencia, se utilizó las herramientas e instrumentos de investigación, cómo: método de bola de nieve, logrando llegar a la población oculta de este análisis mediante encuestas utilizando la herramienta de Google forms, por otro lado también se utilizó la herramienta de ficha de análisis, donde se eligió cuatro marcas para la investigación del merchandising en el punto de venta, lo cual permitió determinar que los consumidores sienten una gran influencia por el diseño del packaging donde lo primero que reconocen es la marca y otro de los factores que influye es por el sabor del cereal, dentro de esta investigación también se determinó que los consumidores buscan un producto que tenga un packaging seguro, resistente, manejable y lo más importante que mantenga la conservación del producto adquirido.
In this degree work an investigation is carried out on the influence factor that packaging has on the purchase decision in consumers in the southern sector of La Floresta 1, the type of investigation used is descriptive, likewise, the method The research was mixed, to obtain the results of this research on the influencing factors, the research tools and instruments were used, such as: snowball method, reaching the hidden population of this analysis through surveys using the tool of Google forms, on the other hand, the analysis file tool was also used, where four brands were chosen for the investigation of merchandising at the point of sale, which allowed determining that consumers feel a great influence by the packaging design where it is The first thing they recognize is the brand and another factor that influences it is the flavor of the cereal, within this research ta It was also determined that consumers are looking for a product that has a safe, resistant, manageable packaging and, most importantly, that maintains the conservation of the purchased product
In this degree work an investigation is carried out on the influence factor that packaging has on the purchase decision in consumers in the southern sector of La Floresta 1, the type of investigation used is descriptive, likewise, the method The research was mixed, to obtain the results of this research on the influencing factors, the research tools and instruments were used, such as: snowball method, reaching the hidden population of this analysis through surveys using the tool of Google forms, on the other hand, the analysis file tool was also used, where four brands were chosen for the investigation of merchandising at the point of sale, which allowed determining that consumers feel a great influence by the packaging design where it is The first thing they recognize is the brand and another factor that influences it is the flavor of the cereal, within this research ta It was also determined that consumers are looking for a product that has a safe, resistant, manageable packaging and, most importantly, that maintains the conservation of the purchased product
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Palabras clave
MERCHANDISING, PUNTO DE VENTA, DECISIÓN DE COMPRA, PACKAGING, MARKETING
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