Analisis compartivo del comportamiento del consumidor de brocoli entre Ecuador y Rusia
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de titulación realiza un análisis del comportamiento del consumidor de brócoli entre Ecuador y Rusia, en el cual se presenta las preferencias, hábitos y motivos de compra del consumidor ruso como ecuatoriano. Así mismo hace énfasis a la necesidad de conocer las preferencias de los consumidores extranjeros, por lo que se implementó estrategias como medio para alcanzar los objetivos y tener acceso a nuevos mercados. En el primer capítulo establecemos el entorno mundial en base al comportamiento del consumidor de vegetales, planteando la problemática de la insuficiencia en el consumo de vegetales y sus consecuencias, en donde mencionamos políticas establecidas por la Organización Mundial de la Salud (OMS), que impulsa e incentiva llevar a cabo una dieta saludable a base de vegetales como es el brócoli, hortaliza con alto valor nutritivo demandado en mercados externos, siendo Ecuador uno de países que lo produce todo el año. De manera que en el capítulo dos, presentamos teorías sobre el comportamiento del consumidor, en el cual se realizó un análisis de las teorías encontradas en donde se conceptualizo términos relevantes, variables y características del consumidor. Puesto que en el capítulo tres se desarrolló tablas estadísticas para analizar el micro y macro económica entre Ecuador y Rusia. Además, se realizaron entrevistas a personas de nacionalidad rusa y ecuatoriana, que, de acuerdo con los resultados obtenidos, se concluyó que consumen brócoli por su valor nutritivo. Por otra parte, las empresas exportadoras entrevistadas indicaron que se debería mejorar el manejo agrícola y buscar nuevas áreas de cultivo por lo que se propone elaborar un plan de acción en base a los factores culturales para maximizar las exportaciones de brócoli y ampliarse a nuevos mercados por medio de planes publicitarios y mejorar el área de producción.
The present research task broccoli consumption behavior between Ecuador and Russia, which presents the preferences, habits and reasons of the Russian an Ecuadorian consumers. It also emphasizes the need to know the preferences of foreign consumers, so that strategies were find out as a means to achieve the objectives and access to new markets. In the first chapter we analyses the global environment based on the behavior of the vegetable consumer, raising the issue of insufficient vegetable consumption and its consequences, where we mention policies traditional by the World Health Organization (WHO), which promotes and encourages to carry out a healthy diet based on vegetables such as broccoli, vegetable with high nutritional value demanded in foreign markets, Ecuador is one of countries that produces it all year. Thus, in chapter two, we present theories about consumer behavior, in which a survey of the theories found where we conceptualized relevant terms, variables and consumer characteristics. Beside chapter three the statistical tables were developed to evaluate the micro and macroeconomic environment between Ecuador and Russia. In addition, interviews were conducted for Russian and Ecuadorian people, who, according to the results obtained, concluded that they consume broccoli because of its nutritive value. On the other hand, the exporting companies interviewed indicated that agricultural management should be improved and new areas of cultivation should be explored and a plan of action based on cultural factors to increase the exports of broccoli and expand to new markets by advertising plans and improve the area of production.
The present research task broccoli consumption behavior between Ecuador and Russia, which presents the preferences, habits and reasons of the Russian an Ecuadorian consumers. It also emphasizes the need to know the preferences of foreign consumers, so that strategies were find out as a means to achieve the objectives and access to new markets. In the first chapter we analyses the global environment based on the behavior of the vegetable consumer, raising the issue of insufficient vegetable consumption and its consequences, where we mention policies traditional by the World Health Organization (WHO), which promotes and encourages to carry out a healthy diet based on vegetables such as broccoli, vegetable with high nutritional value demanded in foreign markets, Ecuador is one of countries that produces it all year. Thus, in chapter two, we present theories about consumer behavior, in which a survey of the theories found where we conceptualized relevant terms, variables and consumer characteristics. Beside chapter three the statistical tables were developed to evaluate the micro and macroeconomic environment between Ecuador and Russia. In addition, interviews were conducted for Russian and Ecuadorian people, who, according to the results obtained, concluded that they consume broccoli because of its nutritive value. On the other hand, the exporting companies interviewed indicated that agricultural management should be improved and new areas of cultivation should be explored and a plan of action based on cultural factors to increase the exports of broccoli and expand to new markets by advertising plans and improve the area of production.
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Palabras clave
CONSUMIDOR, COMPORTAMIENTO, BRÓCOLI, PREFERENCIAS