Análisis del comportamiento de compra de yogurt envasado de la estación de servicio en la ciudad de Durán.

Abstract

The behavior of the consumer is an issue that deserves to be studied in each company in a special way, taking into account that there are several factors that determine not only price situations but also psychological aspects often imperceptible or neglected by employers. This study has taken as a reference the case of the Mobil On the Run Durán service station which, according to the internal references of the company, is the station with the highest sales volume in the chain of On the Run. Must be said that in the case of the packaged yogurts do not represent a significant sale, this because in the same service station there are other competitors of snacks in the same style and that the profile of the consumer is more focused on consuming complete meals and not necessarily this type of products. The main problem of the Durán station is in the sales of dairy products from the yogurt line, unlike the other stations, being the one that generates more sales, in questions of sales of yogurt presents low levels with respect to the other products that are they spend at the station