Análisis del comportamiento de compra de comida rápida mexicana en el centro médico de la ciudad de Houston, Estado de Texas.

Abstract

The academic work studied the purchasing behavior of people who consume Mexican fast food in the medical center of Houston, Texas. A theoretical tour developed in order to review the main concepts related to consumer behavior and variables that influence its definition. A review will be made of various theories associated with motivation, individual behavior and factors that affect their purchase decision. In the same way, through the study, a market research accomplished, using quantitative and qualitative tools to establish the consumer's profile, the factors that influence the purchase decision and their perception of the consumer regarding Mexican fast food. The most relevant results of the research will be exposed in this project, thus seeking to generate an information base that is useful for the adaptation of the current offer in the sector, achieving an alignment with consumer preferences and thus increasing visits to the gastronomic sector of the study area. Thus, the possibility to execute in the future Marketing strategies that reach directly to consumers who prefer to consume this type of food.