Análisis del comportamiento de compra de snacks saludables de frutos secos y deshidratados en la ciudad de Cuenca parroquia Totoracocha.

Abstract

Currently, meeting consumer needs has become a real challenge for the food industry, this is due to the rapid change in consumer preferences, not only focused on traditional factors such as price or product presentation, but, in other aspects such as nutritional contribution and health benefits. Thus, in recent years the markets have seen the surgery of a series of alternatives for healthy products, including snacks with dried and dehydrated fruits, which aim to satisfy the demand for products with nutritional contribution. Given this, the present study aims to analyze the behavior of buying healthy snacks of dried and dehydrated fruits in the city of Cuenca, Totoracocha parish, in order to establish a consumer profile to facilitate the design of marketing strategies. To fulfill this purpose, a bibliographic study was carried out, analyzing information from secondary sources, with which it was possible to determine the variables that influence the purchase decision, such as quality, taste, contributions or health benefits and the presentation of the product, as well as the habits and preferences in the consumers of healthy snacks of the canton Cuenca parish Totoracocha.