Análisis del comportamiento de compra del tabaco sin combustión : Caso IQOS.

Abstract

IQOS is a highly innovative product belonging to the company Phillip Morris International (PMI), the same that has already been introduced in several markets worldwide obtaining a high impact and success. The objective of this work is to analyze the purchase behavior of IQOS non-combustion tobacco, since it has been considered that there is a need for smoking adults for an alternative to traditional tobacco, the same that generates toxic smoke for the human being and that is harmful to health. To carry out the research, bibliographic sources from books, specialized journals, official pages, scientific articles and newspapers were considered, as well as an in-depth interview, this was done in person and by telephone to a marketing expert of the company, consumers and owner of a commercial establishment. Finally, we proceeded to develop the marketing mix of the IQOS brand oriented to the Ecuadorian market.