Identificación de factores determinantes en la intención de adquirir los servicios funerarios para el diseño de una estrategia del crecimiento de mascotas "Campo Feliz" en la ciudad de Guayaquil.

Abstract

The main objective of this project is the Identification of determining factors in the intention of acquiring funeral services for the design of a strategy for the "happy field" pet cemetery in the city of Guayaquil, through the use of a questionnaire it will be possible to know the market for funeral services for pets, the frequency of consumption, purchase factors and thus be able to propose loyalty strategies and attract new and potential clients that improve the profitability of the business. Within the development of the survey, a stratified sample of the national population was proposed, taking into account people who live in the City of Guayaquil of both genders with an age range of 20 to 69 years. With the results of the survey, it was identified why most of the population did not know about the funeral service for pets, how to improve communication with the client, what factors are involved. Several questions were asked regarding the intention to purchase funeral services, such as raising awareness about caring for the environment, knowing their tastes or habits, and using that information in the design and approach of strategies. Finally, the SPSS program was used to perform correlations, with the aim of identifying the result of crossing variables, which type of factors intervene in the intention to purchase funeral services, results are the reasons for purchase and to know findings that help improve the service existing or allow to create more variety in the product portfolio.