Factores determinantes en el consumo de medicina natural en la ciudad de Guayaquil : perfil del consumidor.

Abstract

The commercial and marketing departments must always work hand in hand to enable the growth and development of a company. However, when these departments are underdeveloped, there is often a lack of understanding about the field in which the company operates or the market it needs to target. Understanding the consumer profile within the health sector, specifically for alternative medicine consumption, is crucial for companies dedicated to selling and expanding these products. Prioritizing their niche by meeting their needs, observing their activities, and maintaining follow-ups with clients allows these companies to distinguish themselves from each other and from their indirect competitors, such as traditional chemical medicine, most consumers of natural products are between 25 and 50 years old, with monthly incomes ranging from $600 to $2,000, which means they generally do not face financial barriers to purchasing these products. The main obstacles for them are the lack of brand awareness, insufficient advertising, and the absence of proven product effectiveness. Consequently, most consumers purchase these products based on medical or personal recommendations. They tend to remain loyal only to brands they can find in physical stores that offer reliable and satisfactory customer service. If the product delivers on its promises—offering effectiveness, good service, proper advertising, and physical availability—Guayaquil consumers will have no issue purchasing or consuming the product at the market-determined price.