Análisis del comportamiento de compra de carne de cerdo en la zona sur de la ciudad de Guayaquil.

Abstract

Pork meat in Ecuador is being consumed more every day, the different presentations in which this product can be obtained have gained market share, so much so that the consumption of pork in Ecuador already exceeds the average consumption of pork. other countries such as Colombia and Peru. Production has increased almost double in recent years in relation to 2009, both in an artisanal and technical way, but the latter is the one that through some product presentation strategies have managed to encourage consumer purchases. The problem of research is precisely to analyze the behavior of consumers who buy qualitatively and quantitatively advanced pork meat in the last five years, in order to identify and understand the preferences of people with respect to meat brands of In order to do so, a sector of the city of Guayaquil, specifically the south, was chosen. In the analysis carried out, it was observed that there is a strong competition between companies that produce technified and artisanal pork, the price is one of the main reasons why customers prefer to buy artisanal pork, so it is necessary Adopt new marketing strategies to capture that niche market.