Segmentación de mercados urbanos mediante análisis de cluster para el diseño de una estrategia de marketing omnicanal : caso de una nueva marca de jugos naturales.

Abstract

The research conducted analyzes the characteristics of the Guayaquil market in clusters defined by different variables, such as demographics, socioeconomics, and consumer behavior (purchasing trends), with the aim of generating a broader field of added value for brands dedicated to the processing of natural juices. It employs a statistical approach with quantitative and qualitative variables, collecting real data from consumers of this mass-consumption product category. The statistical analysis was implemented using IBM SPSS Tactics 2026, which was used to perform the clustering. The Van Westemdorp model was used to understand price sensitivity in relation to the product. Additionally, a descriptive analysis was integrated to identify consumption patterns across different profiles. The results showed that beverage consumption increases during breakfast and lunch hours, when consumers are more likely to prefer a physical location for this type of consumption. Consequently, two types of profiles were identified. The first group is more price-sensitive and convenience-oriented, while the other cluster is more digitally savvy and prioritizes online communication.