Análisis del perfil del consumidor de desinfectantes con olor en la ciudad de Guayaquil.

Abstract

The main objective of this research was to analyze the profile of consumers of scented disinfectants in the city of Guayaquil. For this purpose, relevant literature on consumer behavior theories, the Proust effect, the hierarchy of needs theory, among others, was reviewed. Furthermore, to obtain market information, a survey was conducted with 394 people living in the city of Guayaquil, asking them about their demographic characteristics and their purchasing habits for scented disinfectants. Among the most relevant results, it was found that people under 30 years of age prefer sweet scents when choosing a disinfectant, while people aged 30 or older tend to consume citrus-scented disinfectants more. Likewise, the vast majority of respondents buy this type of product in supermarkets, in a liquid presentation with a plastic bottle container. Regarding the most important variables in this study, the Chi-square test, with the help of RStudio, confirmed that the variables age and income level were deeply related to all the variables considered in this work (gender, preferred brand, purchase frequency, willingness to pay, advertising medium, preferred fragrance, and purchase decision). Finally, a marketing campaign was designed based on the results obtained, consisting of three phases (planning, launch, and analysis).