Determinación de un modelo de comportamiento de compra en cafeterías de especialidad en la ciudad de Guayaquil y Vía Samborondón.

Abstract

According to the research developed and the obtained results, this thesis had as an end to define a consumer purchase behavior on specialty cafeterias in Guayaquil and Samborondón cities. The data gathered has helped to achieve the aims previously proposed, accomplishing the precise profiles of the consumer in a specialty coffee world. While there are many ways to perform market research, the methods used in this thesis were: Personal interviews, with the owners of the coffee shops. Focus group, done around the cafeterias, to have a more accurate picture of customer’s usage habits and shopping patterns. Other technical factors (internal and external) of the sample were analyzed, to have a much better vision about the culture of the specialty coffee in these cities and its increased consumption in the past’s years. Among the quality’s findings, it is noticeable that the customer service and the environment inside the coffee shop it’s a distinguishing factor, at least it is when the customer decides to pick a place to enjoy a cup of coffee different from the commercial one, which is usually sell by franchises and supermarkets. Finally, the Consumer Purchase Decision-Making Process was developed according to the profiles found, and two arrays were created to properly enhance this process.