Análisis de los perfiles de los consumidores de yogurt embotellado en la ciudad de Guayaquil.

Abstract

The present titling work has been developed with the purpose of carrying out an analysis that allows to recognize the profile of the consumers of bottled Yogurt in the city of Guayaquil. As part of the theoretical section, it is important to highlight that different contributions related to consumer and market behavior have been addressed, as well as the various types of consumers, characteristics and elements that influence them, in the same way they were taken into account issues concerning the motivations and stimuli involved in the purchase decision of consumers. It is also important to highlight that the methodological structure with which we approached the market research of this work was made from a qualitative and quantitative research of a descriptive and exploratory type, in which data collection tools such as the survey and in-depth interview. In accordance with this, it is appropriate to highlight that the results obtained allowed us to determine that the consumer of bottled yogurt in the city of Guayaquil considers this product important within personal and family eating habits, in the same way we were able to recognize that the most consumed flavors They are those of strawberry, peach and blackberry, in the same way it is relevant to highlight that for those surveyed it is important that the product is presented in environmentally friendly packaging, it is also important that the product is of good quality.