Comportamiento del consumidor en el mercado de barras nutritivas para deportistas.
Fecha
2022-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El tema relacionado con el comportamiento
del consumidor en el mercado de barras nutritivas para los deportistas se lo realiza para
resaltar el requerimiento nutricional personalizado como suplemento alimenticio que permita
un adecuado rendimiento; por lo tanto el objetivo general es analizar el comportamiento del
consumidor en relación a la categoría de barras nutritivas utilizado por los deportistas que
acuden a los gimnasios de la parroquia Tarqui en la ciudad de Guayaquil; se describe un
marco contextual en el consumo y comercialización de las barras nutritivas, además de
evaluar el interés y comportamiento de los deportistas. La metodología aplicada es de
carácter cualitativo y cuantitativo, se utiliza el método exploratorio al momento de indagar
información pertinente, el método descriptivo al estar ubicado en cada gimnasio, los
instrumentos utilizados son las entrevistas y encuestas. Los resultados alcanzados permiten
un vínculo directo entre los gimnasios, el deportista y la barra nutritiva, para establecer la
frecuencia de compra y los factores que inciden en su distribución. En conclusión, la barra
nutritiva presta un servicio ideal para el fortalecimiento y cuidado de la salud de los
deportistas por lo que se estima una amplia cobertura en el mercado.
The issue related to consumer behavior in the market of nutritional bars for athletes is carried out to highlight the personalized nutritional requirement as a food supplement that allows adequate performance; therefore, the general objective is to analyze consumer behavior in relation to the category of nutritional bars used by athletes who attend gyms in the Tarqui parish in the city of Guayaquil; A contextual framework is described in the consumption and commercialization of nutritional bars, in addition to evaluating the interest and behavior of athletes. The methodology applied is of a qualitative and quantitative nature, the exploratory method is used at the moment of inquiring pertinent information, the descriptive method being located in each gym, the instruments used are interviews and surveys. The results achieved allow a direct link between the gyms, the athlete and the nutritional bar, to establish the frequency of purchase and the factors that affect its distribution. In conclusion, the nutritional bar provides an ideal service for the strengthening and health care of athletes, which is why a wide coverage in the market is estimated.
The issue related to consumer behavior in the market of nutritional bars for athletes is carried out to highlight the personalized nutritional requirement as a food supplement that allows adequate performance; therefore, the general objective is to analyze consumer behavior in relation to the category of nutritional bars used by athletes who attend gyms in the Tarqui parish in the city of Guayaquil; A contextual framework is described in the consumption and commercialization of nutritional bars, in addition to evaluating the interest and behavior of athletes. The methodology applied is of a qualitative and quantitative nature, the exploratory method is used at the moment of inquiring pertinent information, the descriptive method being located in each gym, the instruments used are interviews and surveys. The results achieved allow a direct link between the gyms, the athlete and the nutritional bar, to establish the frequency of purchase and the factors that affect its distribution. In conclusion, the nutritional bar provides an ideal service for the strengthening and health care of athletes, which is why a wide coverage in the market is estimated.
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Palabras clave
COMPORTAMIENTO DEL CONSUMIDOR, MERCADO, BARRAS NUTRITIVAS, DEPORTISTAS
Citación
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