Análisis del comportamiento de compra de bebidas isotónicas en la ciudad de Guayaquil.

Abstract

Since Ecuador began to operate multinational companies engaged in the commercialization of non-alcoholic beverages, there began to be diversification and innovation in the portfolio of products to be offered. At first, its economic income was based solely on the sale of soft drinks and waters, as this over the years was evolving, also coming to offer products such as tea, juice, energizers, isotonic; Each of these categories bill millions of dollars in the year in the Ecuadorian market, generating a high competitiveness in the industry participants. The present market research is based on finding the purchase analysis of one of these categories, the isotonic, market that registers expansion in market share and billing amount, for which the quantitative research method, surveys, was applied to a sample of people in different universities in the city of Guayaquil; As a result of the present research work, different variants that influence isotonic beverage purchasing behavior are analyzed, information that can be used by industry participants to make innovations or future marketing strategies that allow new consumers to be captured.