“Caracterización del perfil del GRUPO CENTENNIALS en el mercado de jugos procesados en Guayaquil”.
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2021-03
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo de investigación se expone la caracterización del grupo de los Centennials y la relación que mantiene con el consumo de jugos procesados en la ciudad de Guayaquil para así identificar gustos, preferencias y hábitos de consumo y así mismo como es el comportamiento de esta generación en el ámbito social y los problemas que existen.
Los Centennials son una generación poco conocida a nivel nacional por este motivo se procedió a investigar las características que presentan estos grupos para la investigación y análisis del mercado de jugos procesados se aplicó el método descriptivo, el cual dio como resultado un enfoque cualitativo y cuantitativo en el cual se emplearon técnicas o herramientas de investigación tales como encuestas y entrevistas en el que se pudo reconocer hábitos, preferencias y el comportamiento del grupo objetivo.
La generación de los Centennials son un grupo hiperconectados y prácticos, a la hora de elegir una marca en específico, ya que lo importante para ellos es que cumplan con la necesidad que tengan en el momento, su impacto en la sociedad
In the present research, the characterization of the Centennials group and the relationship it maintains with the consumption of processed juices in the city of Guayaquil is exposed in order to identify tastes, preferences and consumption habits and also how is the behavior of this generation in the social sphere and the problems that exist. The Centennials are a generation little known at the national level, for this reason, the characteristics presented by these groups will be investigated for the investigation and analysis of the processed juice market, the descriptive method was applied, which resulted in a qualitative and quantitative approach in which techniques or research tools such as surveys and interviews were used in which habits, preferences and the behavior of the target group could be recognized. The Centennial generation is a hyper-connected and practical group, when choosing a specific brand, since the important thing for them is that they meet the need they have at the time, their impact on society is notorious, so much so that They are brand ambassadors and certainly influence other people's purchasing decisions through their social networks. It is also important to identify the market for processed juices that currently exist in the country and how brands make their products known through advertising strategies and the constant market study that can be carried out in order to have much more information about them. Centennials or Gen Z.
In the present research, the characterization of the Centennials group and the relationship it maintains with the consumption of processed juices in the city of Guayaquil is exposed in order to identify tastes, preferences and consumption habits and also how is the behavior of this generation in the social sphere and the problems that exist. The Centennials are a generation little known at the national level, for this reason, the characteristics presented by these groups will be investigated for the investigation and analysis of the processed juice market, the descriptive method was applied, which resulted in a qualitative and quantitative approach in which techniques or research tools such as surveys and interviews were used in which habits, preferences and the behavior of the target group could be recognized. The Centennial generation is a hyper-connected and practical group, when choosing a specific brand, since the important thing for them is that they meet the need they have at the time, their impact on society is notorious, so much so that They are brand ambassadors and certainly influence other people's purchasing decisions through their social networks. It is also important to identify the market for processed juices that currently exist in the country and how brands make their products known through advertising strategies and the constant market study that can be carried out in order to have much more information about them. Centennials or Gen Z.
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CENTENNIALS, COMPORTAMIENTO DEL CONSUMIDOR, MERCADO, MARKETING RELACIONAL
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