BFACSO-P798.- Comportamiento de consumidor sobre los suplementos de proteína en polvo en jóvenes deportistas en Guayaquil.
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2023-08
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
Hoy en día, la mayoría de las personas hacen ejercicio para verse mejor, ya que los suplementos de proteína en polvo incentivan a los consumidores a estar físicamente activos. El objetivo de este proyecto de título es analizar el comportamiento del consumidor hacia los suplementos de proteína en polvo y su motivación para utilizar estos suplementos, ya que en la actualidad están creciendo en el mercado de Guayaquil. Por tanto, el objetivo general es analizar el comportamiento de consumo de los jóvenes deportistas que utilizaban suplementos proteína en polvo y asistían a diferentes gimnasios de la parroquia de Tarqui en la ciudad de Guayaquil. Como punto de partida del trabajo se realiza el planteamiento del problema correspondiente la investigación, el marco teórico se sustenta la investigación a través de fundamentaciones epistemológicas. Por lo tanto, además de evaluar el interés y el comportamiento de los jóvenes deportistas, también se describe el consumo de suplementos de proteína en polvo. Los métodos utilizados son cualitativos y cuantitativos y los instrumentos utilizados son entrevistas y encuestas. Los resultados obtenidos permiten un vínculo directo entre gimnasios, deportistas y suplementos de proteína en polvo para determinar la frecuencia de consumo. En conclusión, los suplementos de proteína en polvo son ideales para mejorar el rendimiento físico de los jóvenes deportistas y aumentar la masa muscular, por lo que tienen un amplio alcance de mercado.
Today, most people exercise to look their best, as protein powder supplements encourage consumers to be physically active. The objective of this title project is to analyze consumer behavior towards protein powder supplements and their motivation to use these supplements, since they are currently growing in the Guayaquil market. Therefore, the general objective is to analyze the consumption behavior of young athletes who used protein powder supplements and attended different gyms in the Parroquia the Tarqui in the city of Guayaquil. As a starting point of the work, the approach of the corresponding research problem is carried out, the theoretical framework supports the research through epistemological foundations. Therefore, in addition to assessing the interest and behavior of young athletes, the consumption of protein powder supplements is also described. The methods used are qualitative and quantitative and the instruments used are interviews and surveys. The results obtained allow a direct link between gyms, athletes and protein powder supplements to determine the frequency of consumption. In conclusion, protein powder supplements are ideal for improving the physical performance of young athletes and increasing muscle mass, which is why they have a wide market reach.
Today, most people exercise to look their best, as protein powder supplements encourage consumers to be physically active. The objective of this title project is to analyze consumer behavior towards protein powder supplements and their motivation to use these supplements, since they are currently growing in the Guayaquil market. Therefore, the general objective is to analyze the consumption behavior of young athletes who used protein powder supplements and attended different gyms in the Parroquia the Tarqui in the city of Guayaquil. As a starting point of the work, the approach of the corresponding research problem is carried out, the theoretical framework supports the research through epistemological foundations. Therefore, in addition to assessing the interest and behavior of young athletes, the consumption of protein powder supplements is also described. The methods used are qualitative and quantitative and the instruments used are interviews and surveys. The results obtained allow a direct link between gyms, athletes and protein powder supplements to determine the frequency of consumption. In conclusion, protein powder supplements are ideal for improving the physical performance of young athletes and increasing muscle mass, which is why they have a wide market reach.
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DEFINICIÓN DEL MARKETING, ESTRATEGIA DE MARKETING, MARKETING DIGITAL, ESTRATEGIA DIGITAL, COMPORTAMIENTO DEL CONSUMIDOR, FITNESS, NUTRICIÓN DEPORTIVA