Análisis del comportamiento de compra de agua purificada en bidón de la ciudad de Machala.

Abstract

The present investigation analyzes the purchasing behavior of consumers of purified water in drums, and was carried out with information extracted randomly among the inhabitants of the city of Machala, through data collection tools such as: surveys and focus groups. Among the most relevant findings are: the existence of three predominant brands in the Machaleño market, which have captured a segment of the population that lives with a latent concern, due to the polluting agents that exist in the water supply wells potable. Another of the data shown by the study is consumer preferences for drum purchases with home delivery, therefore, a new opportunity is determined for the implementation of services and development of business opportunities in the sector. Finally, the segmentation of the market and the analysis of the data show that people between the ages of 19 and 39 are the economic group that purchases the most bottles of purified water for consumption at home. The data taken from the sample shows that one of the relevant characteristics is that they have some type of university study or professional title of third or fourth level, who acquire the product according to basic needs such as practicality, security and confidence that it gives them the knowledge that they are going through a purification process.