Análisis del comportamiento de compra de la categoría leches en canal moderno en Guayaquil post pandemia.

Abstract

In March 2020 there was an unprecedented event in world history, a GLOBAL pandemic where the world was affected by a virus called COVID-19 that affected millions of people, thousands of families lost their relatives because of this virus, which led us to lock ourselves in our homes for more than 6 months, many people lost their jobs, many businesses and companies were forced to shut down and the business market was severely affected, thus generating a radical change in our way of life, from buying, feeding and even the way we relate towards each other. There was an economic recession of more than 10% in GDP (According to the data revealed by the IMF provided in December 2020), around 130 thousand jobs were lost in Ecuador from January to June 2020 (source: IESS) from January to June there was an inflation of 0.30% according to the central bank. The modern channel (general and supermarkets) benefited from this pandemic since it was the only channel where people were able to get groceries and personal items in a safe environment following sanitary restrictions, neighborhood stores were closed for most of the pandemic, representing more than 35% of the share of consumer purchases nationwide. Among the categories that most benefited from growth within the pandemic was the DAIRY category, specifically in liquid milk, growing by 17% This research aims to demonstrate the factors that led consumers to buy liquid milk in MODERN CHANNELS with the aim of creating commercial actions that support and focus on this channel.