Análisis del comportamiento de compra de los consumidores de margarinas en el canal tradicional de la zona Guayaquil sur.

Abstract

Clients inside all organizations are the main success factor, it depends on them the consumption of the products or services that are being commercialized by a company. Because of that is important to deeply understand the needs, motivations and factors that have an influence in all consumers’ purchases. Therefore, this study has the object to analyze the buying behavior of the consumers in the margarines section in traditional distributing channel of the south zone in Guayaquil. Through the study models that have been applied, both qualitative and quantitative, there is evidence of some important factors for this investigation such as: the higher percentage of margarine buyers are people from feminine gender. As a principal factor prevails the flavor at the moment the consumer makes a choice to buy a specific brand of margarine. And the moments of use are highly associated to the kitchen. The investigation also has information about the preferences of the store’s owners at the moment they have a product of the category before mentioned inside their selling points, noticing a leadership in the Bonella brand followed by Girasol brand. As a conclusion of the study, some factors became known, that are important at the moment the consumer make the decision to buy, these will allow to guide the activities that will achieve a higher impact inside the traditional distribution canal