Análisis del comportamiento de compra de la categoría premezclas pasteleras en las panaderías de la ciudad de Guayaquil.

Abstract

Being premixes the new trend in bakery and pastry worldwide, the present study focused on determining the purchasing behavior and what are the motivations or factors that lead to the bakers of the city of Guayaquil to choose certain variant of pastry premixes inside of the supply of the market of supplies for baking in Ecuador, through a mixed research and a type of deductive analysis, by means of qualitative analysis tools (Focus Group) and quantitative (surveys), it was investigated to establish the profile of the bakers from the city of Guayaquil that buy pastry premixes, examining the main factors that influence the decision on consumption, as well as identifying the influential ones in the purchase election of this product in the city of Guayaquil. Therefore, the purpose of this document was to demonstrate, based on the results of the field research, findings that contribute to companies that develop inputs and entrepreneurs, about the purchasing behavior of bakers in the city of Guayaquil against the category of pastry premixes.