Análisis del comportamiento de consumo de pulpa congelada de frutas exóticas ecuatorianas en la ciudad de Guayaquil.

Abstract

Nowadays new consumers want to know how, when, where and under what conditions the food they buy is produced. An evolved variant of the trend has been developed that demands fairer, more natural and sustainable producís. It is indicated that 29% of the new launches of producís worldwide use in their communication since 2017 messages about more natural ingredients, processes more respectful with the environment and workers or compositions with less additives and Chemical sub sí anees. Since women are more concerned with the nutrition and diet of their family, since they are constantly searching for the best producís and foods that provide greater nutritional valué for the well-being of their families, the present study focused on determining their behavior in the consumer phase and the reasons or factors that motivate the purchase and selection of a brand or another within the range that exists in the market today. We searched through a mixed research methodology and a type of deductive analysis, using qualitative tools (depth interviews) and quantitative tools (surveys), to identify the profile of women between 20 and 60 years of age in the city of Guayaquil who take decisions when making the purchase of a food product for your home, diagnosing the main factors that affect the purchase decisión, clearly establishing the influential in the choice of this type of producís. Therefore, the present study had as its final objective to expose and make known based on results of field research, findings that allow to be a bibliographic reference for potential entrepreneurs of exotic Ecuadorian fruit pulp, mainly providing information about aspeets relevant to the purchasing behavior of this product in the city of Guayaquil.