Análisis del comportamiento del consumidor de pan integral en los diferentes autoservicios de la zona norte de Guayaquil.

Abstract

The theme "Analysis of the consumer behavior of Wholemeal Bread in the different supermarkets in the north of Guayaquil", presented the problem that wholemeal bread bakery companies need to know the profile of the consumer to make decisions in the marketing of their products. . From this point of view, the study focused on substantiating the theoretical part related to the products required in the production of bread and other key issues, which gave way to the methodological design with its respective objectives, using the types of exploratory and Descriptive, with the deductive method, we started from the general conceptualizations of the flour to the particular of the consumer profile, while the quantitative approach allowed the application of the survey technique, whose tool was a questionnaire previously prepared according to the variables of the investigation. . The population was made up of 331,446 women who live in the northern sector of the city of Guayaquil and are part of the economically active population. When applying the sample formula, 384 women were selected for the study. In the results, it was determined that the profile of competition and the brands of wholemeal bread maintain a high penetration in the market, with the Moderna Alimentos brand maintaining leadership with 35.13%. In conclusion, the study determined that whole wheat bread is perceived as a healthy food and that it is found in different points of sale, which affects the fact that the purchase is accessible.