Factores que influyen en la decisión de compra dentro de la categoría de Snacks en las ciudades de Guayaquil y Santa Elena.

Abstract

Due to the extensive variety of snack category products and the high demand for them, there is a great opportunity to satisfy the needs of the different target markets in this sector. This is why, like any food business, it is not a monopoly and there is great competition among different brands and companies. For this reason, it is necessary for every snack company to know its customers' profiles and be able to satisfy all their requirements by implementing different methods, so they can stand out from the rest and generate differentiation and loyalty, therefore, higher revenues and a solid connection with consumers. For this research, a theoretical analysis of marketing strategies and consumer behavior was realized. In addition, qualitative and quantitative data was collected based on the cities of Guayaquil and Santa Elena, divided into age groups, to obtain information about the factors that influence the snack purchase process and the development of consumer models.