Análisis del comportamiento de compra del consumidor de snacks 100% veganos en la ciudad de Guayaquil.

Abstract

This research study analyzed the purchasing behavior of consumers of vegan snacks in the city of Guayaquil, with the objective of understanding how psychological, cultural, personal, and social factors influence the purchasing process, both before and during the acquisition of these products, in order to determine the level of acceptance of these products for the launching of a new product that allows the reduction of the risk of diseases related to overweight. Vegan snacks are defined by providing great benefits related to health care, through a balanced diet. For the development of the research, a qualitative and quantitative approach with a non – experimental – cross – sectional design was used. The data for the study were collected through direct research from external and internal sources by means of surveys and interviews. The internal techniques consisted of a series of questions directed to a specific sample, opting for closed and multiple – choice questions for the surveys, and open unstructured questions for the interviews. The results indicate that those people who consume vegan snacks do so mainly for health reasons and consume them as snacks or between – meal cravings because they provide nutrients, vitamins, minerals, among other components. Finally, the data obtained were processed in RStudio software, which allowed us to perform an exhaustive analysis in order to determine strategies to attract segments of the population that have not yet tried vegan snacks.