Gestión de ventas y comportamiento del consumidor del sector lácteos en tiempos de covid-19, Guayaquil 2021
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2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
La presente investigación abarca la temática de la aplicación de conocimientos de Marketing aplicados al comportamiento del consumidor y la gestión de ventas realizada por parte del Sector lácteos durante el periodo de Covid-19. OBJETIVO: El objetivo principal del presente proyecto de investigación radica en explicar los factores que influyen en la gestión de ventas y comportamiento del consumidor del sector lácteos en tiempos de covid-19. MÉTODO: Desde el punto de vista metodológico, la investigación tiene un enfoque Exploratorio-Descriptivo, el mismo que ha permitido recopilar información acerca de la gestión de ventas realizada y el comportamiento del consumidor. RESULTADOS: De la investigación realizada, se puede identificar que por factores Socio-Económicos, como de salud ha existido un cambio en el comportamiento de compra y la gestión de ventas realizada del sector lácteos durante la pandemia de Covid-19. DISCUSIÓN Y CONCLUSIONES: Se corrobora que la gestión de ventas y el comportamiento del consumidor, depende de los factores influyentes tanto internos como externos, al momento de realizar la compra de los productos lácteos, los mismos factores que se analizan mediante el modelo de toma de decisiones durante el proceso de compra en tiempos de pandemia por Covid-19.
This research covers the subject of the application of Marketing knowledge applied to consumer behavior and sales management carried out by the dairy sector during the Covid-19 period. OBJECTIVE: The main objective of this research project is to explain the factors that influence the management of sales and consumer behavior in the dairy sector in times of covid-19. METHOD: From the methodological point of view, the research has an Exploratory-Descriptive approach, the same one that has made it possible to collect information about the sales management carried out and the behavior of the consumer. RESULTS: From the research carried out, it can be identified that due to socio-economic factors, such as health, there has been a change in the purchasing behavior and the sales management carried out in the dairy sector during the Covid-19 pandemic. DISCUSSION AND CONCLUSIONS: It is corroborated that sales management and consumer behavior depend on both internal and external influencing factors, at the time of purchasing dairy products, the same factors that are analyzed through the decision-making model during the purchase process in times of a Covid-19 pandemic.
This research covers the subject of the application of Marketing knowledge applied to consumer behavior and sales management carried out by the dairy sector during the Covid-19 period. OBJECTIVE: The main objective of this research project is to explain the factors that influence the management of sales and consumer behavior in the dairy sector in times of covid-19. METHOD: From the methodological point of view, the research has an Exploratory-Descriptive approach, the same one that has made it possible to collect information about the sales management carried out and the behavior of the consumer. RESULTS: From the research carried out, it can be identified that due to socio-economic factors, such as health, there has been a change in the purchasing behavior and the sales management carried out in the dairy sector during the Covid-19 pandemic. DISCUSSION AND CONCLUSIONS: It is corroborated that sales management and consumer behavior depend on both internal and external influencing factors, at the time of purchasing dairy products, the same factors that are analyzed through the decision-making model during the purchase process in times of a Covid-19 pandemic.
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GESTIÓN DE VENTAS, COMPORTAMIENTO DEL CONSUMIDOR, PANDEMIA COVID-19, PRODUCTOS LÁCTEOS, FACTORES INFLUYENTES
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APA