Estudio de comportamiento de consumo de mermeladas en la ciudad de Guayaquil.

Abstract

The research proposal "Study of consumption behavior of jams in the city of Guayaquil" seeks to provide a comprehensive view of the local market for jams and understand the factors that influence consumers' buying behavior. The first objective is to define the diagnosis of the current market situation through a thorough analysis of secondary information sources, such as sales reports, previous studies and statistical data. This diagnosis will provide a clear picture of the state of the market, including current trends and patterns. Secondly, a literature review will be developed which will include a relevant theoretical framework on marketing and consumer behaviour. This review covers the analysis of previous research and theories applicable to the category of jams, which will allow contextualizing the study within the existing body of knowledge and establish a solid basis for the analysis. Finally, the third objective is to identify the profile of the consumers of jams in Guayaquil, as well as the factors and influencers that affect their purchasing decisions. To this end, a conclusive descriptive study will be designed and implemented using surveys and interviews with local consumers to obtain detailed data on their preferences, habits and motivations. The results of this research will provide valuable information for adapting marketing strategies and product offerings, thus improving the ability of producers and distributors to meet market needs in Guayaquil.