Análisis del comportamiento de compra de la marca CEGAMED en farmacias de la ciudad de Guayaquil.

Abstract

The following project deals with the analysis of the buying behavior of the Cegamed brand in pharmacies of the city of Guayaquil. This research observes the evolution that the pharmaceutical market has developed in a way of pharmacy chains and the still existing traditional pharmacies. Health as a right view from a national to international point of view depends on the economy and the lack of employment of each country and the amount of misinformation and self-medication. In this research, it had to take in consideration the buying behavior of the residents of Guayaquil and the external factors that makes the buying decision; it was also important to contemplate the cultural and social factors for the success of this investigation. With the results obtained by this research, it can describe the potential buyer and also most important aspects needed by Cegamed brand, in order to develop future plan and investigation.