Perfil del consumidor de la generación Z en la categoría de bebidas energizantes en la ciudad de Guayaquil.

Abstract

The energy drinks market is very well received in the city of Guayaquil. Studies indicate that there is a steady growth worldwide in the industry and it is expected to continue to rise due to social trends that are currently showing. Millennials have given way to generation z to be the main consumers of energy drinks. This generation tends to have a regularly active lifestyle, which sometimes leads them to consume these drinks to get the energy they need. The wear and tear of studying, working and physical activity causes them to seek out options that keep them alert throughout the day. The project presents qualitative and quantitative methods to determine the consumer behaviors of energy drinks of the z generation in the city of Guayaquil, as well as measuring the perception and degree of customer satisfaction with the brands.