Caracterización del comportamiento del consumidor de Quinua y estrategias para promover su consumo en la ciudad de Guayaquil.

Abstract

The following research aims to determine the factors that influence the behavior of the quinoa consumer in Guayaquil. During the first chapter, the background of quinoa consumption is presented and the current problem about feeding habits is contextualized. In the second chapter, theories that characterize consumer behavior are described in order to know what type of internal and external agents impose themselves on consumer culture and the behavioral tendencies that influence the buying decision process. In addition, a conceptual framework is presented concerning quinoa and its generalities in order to relate ourselves t o the subject under investigation. The third chapter is constructed using a descriptive - exploratory methodology, which focuses on the collection of variables subjected to an analysis in order to understand the object of study. Finally, the fourth chapter shows the results of the questionnaire applied to quinoa consumers in Guayaquil city, also the respective strategies to promote its consumption based on previous results.