Análisis del comportamiento de compra de atún en lata en el canal autoservicios en la ciudad de Guayaquil.

Abstract

The present investigation sought to define the profile of the buyer of canned tuna in the self-service channel of the city of Guayaquil, for this it was proceeded to apply a mixed research methodology and data collection tools such as the survey and the focus group where The result was that the Van Camp's brand is recognized by a large part of its consumers for the quality of the product in such a way that 52% of the consumers of this brand adhere to this attribute, followed by 26% of consumers who prefer it for its flavor and 15% who consume it for health; While the Real brand is strengthened in taste, this attribute is highlighted by 32% of the consumers of this brand, its second strong attribute being quality 25% in addition to differentiating itself from the first due to its low price, this attribute being collected by 21% of consumers, and 17% consume it for health. On the other hand, Isabel differs from the previous ones by its low price, this attribute was considered by 36% of its consumers, in addition, as a second attribute it has its flavor with 25% followed by 14% both in the attributes of quality and consumption for health, however the consumer highlights the design of the label 11% of consumers mention it.