Caso de estudio : comportamiento de compra de leche de fórmula tipo 3 – Enfagrow en las parroquias Febres Cordero y García Moreno de la ciudad de Guayaquil.

Abstract

The proposed case study is based on the behavior of buying type 3 formula milk - Enfagrow in the Febres Cordero and García Moreno parishes of the city of Guayaquil; it is justified in the social and economic fact about the preference and perception that have towards the brand, the people of the research units. For which the information was collected, using the survey and interview tools, which allowed collecting the data to know the current situation of the sector and determine the factors that determine the buying behavior. Although it is true, it is an area considered low class, it was evidenced that they have preference over the brand in its components, benefits, presentation and availability that exists in the points of sale. The economic factor is important, for this reason the presentation of the jar is the most demanded, despite this, the interest of the brand prevails when selecting between several alternatives, basically because the components benefit the digestion of children. It was evidenced that there is no loyalty because in the absence of the brand, it is easily replaced by other brands that have the desired presentation, because it is a sector of the population that purchases the product when the need arises, but does not buy the milk to save or provision for future days. The study concludes that the points of sale must always be stocked, since the behavior is based on custom towards the brand in the first place, in its absence it is easy to replace.