Perfil del consumidor en el servicio de entrega de alimentos a domicilio en la ciudad de Guayaquil en el año 2021
Fecha
2021
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
En el presente proyecto se realizó con la finalidad de analizar el perfil del consumidor de entregas a domicilio con el propósito de encontrar los factores que inciden en el comportamiento de compra de los usuarios en las aplicaciones de entregas a domicilio en la ciudad de Guayaquil, siendo este objetivo general, en otros tres se mencionaran los objetivos específicos para cada etapa de la investigación. En la primera etapa era fundamentar las teorías que se usarían en la investigación, se usaron 3 teorías claves, conducta planificada, y satisfacción del consumidor, estas teorías son los pilares con los que se basó el proyecto de origen investigativo. En la segunda etapa se realizó la investigación de origen cuantitativa y cualitativa para dar a conocer el perfil del consumidor a de entregas a domicilio, en la encuesta consto por preguntas de información general y 18 pregunta específicas para argumentar el tema propuesto, cada una de ellas surgida a una variable del marco teórico. La tercera etapa se interpretó los resultados obtenidos de la investigación de mercado para obtener conclusiones y bridar recomendaciones. Finalmente se representó el perfil del consumidor de entregas a domicilio de los resultados obtenidos de la investigación, donde el principalmente al público joven de 26 a 35 años de la ciudad del norte Guayaquil. En la etapa 4 se propuso futuras líneas de investigación y se presentó recomendaciones basados en los datos de investigación de mercado concretamente se propusieron recomendaciones en futuras líneas de investigación.
In this project, it was carried out in order to analyze the profile of the home delivery consumer in order to find the factors that influence the purchasing behavior of users in home delivery applications in the city of Guayaquil, being This general objective, in other three the specific objectives for each stage of the investigation are mentioned. In the first stage it was to base the theories that would be used in the research, 3 key theories were used, planned behavior, and consumer satisfaction, these theories are the pillars on which the research project was based. In the second stage, the research of quantitative and qualitative origin was carried out to publicize the profile of the consumer of home deliveries, in the survey I consisted of general information questions and 18 specific questions to argue the proposed topic, each of them arisen to a variable of the theoretical framework. The third stage was interpreted the results obtained from the market research to obtain conclusions and provide recommendations. Finally, the profile of the consumer of home deliveries was represented from the results obtained from the investigation, where the main one to the young public between 26 and 35 years old from the northern city of Guayaquil. In stage 4, future lines of research were proposed and recommendations were presented based on market research data, specifically, recommendations were proposed in future lines of research.
In this project, it was carried out in order to analyze the profile of the home delivery consumer in order to find the factors that influence the purchasing behavior of users in home delivery applications in the city of Guayaquil, being This general objective, in other three the specific objectives for each stage of the investigation are mentioned. In the first stage it was to base the theories that would be used in the research, 3 key theories were used, planned behavior, and consumer satisfaction, these theories are the pillars on which the research project was based. In the second stage, the research of quantitative and qualitative origin was carried out to publicize the profile of the consumer of home deliveries, in the survey I consisted of general information questions and 18 specific questions to argue the proposed topic, each of them arisen to a variable of the theoretical framework. The third stage was interpreted the results obtained from the market research to obtain conclusions and provide recommendations. Finally, the profile of the consumer of home deliveries was represented from the results obtained from the investigation, where the main one to the young public between 26 and 35 years old from the northern city of Guayaquil. In stage 4, future lines of research were proposed and recommendations were presented based on market research data, specifically, recommendations were proposed in future lines of research.
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Palabras clave
PERFIL DEL CONSUMIDOR, ENTREGAS A DOMICILIO, MARKETING DIGITAL, PEDIDOS A DOMICILIOS, APLICACIONES DIGITALES
Citación
APA