Análisis del comportamiento del consumo de suplementos deportivos en la ciudad de Guayaquil.

Abstract

This research study aims to analyze the consumption behavior of sports supplements among users of the Taurus gym. Through the research conducted and the results obtained, all objectives were met, establishing marketing strategies for sports supplement companies. First, research was conducted on sports supplements and consumer behavior, and then three fundamental frameworks were constructed. The theoretical framework presents theoretical definitions to understand the topic under study. The reference framework presents various studies related to the topic of research. Finally, the legal framework presents each of the laws and codes relevant to the topic. The research tools used were quantitative and qualitative, including interviews with professionals and surveys conducted among users of the Taurus gym and sports supplements. These tools analyze the factors and motivations these users have when consuming the products. Finally, a 4P strategy is developed, which helps companies strengthen the communication of benefits, regulate responsible consumption, and offer affordable prices for consumers.