Análisis del comportamiento de los consumidores de productos lácteos en la provincia de Tungurahua

Abstract

The dairy industry has managed to stay in the market by the amount of the existing demand for the products that contribute to the food of the people. Therefore, it is relevant to analyze the behavior of consumers and the factors that influence the purchase of dairy products in the province of Tungurahua, since the day to day is taking different transformations by the dynamic demands of consumers. The necessity of this analysis is to know which are the decision processes that intervene in the mind and in the environment where the consumers usually develop, the same ones that influence in the behavior of the consumer. For this reason, it is important to understand the step through the motivations, perceptions or information exposed to attract potential customers, to understand what is their expectation at the time they want to meet to meet the needs. The application of a survey, as a data collection tool, allows direct involvement with consumers and a precise understanding of their response to the subject being investigated. In this case, the behavior of dairy consumers is analyzed Data that will be analyzed and interpreted correctly to achieve results leading to a conclusion about their behavior. The analysis of these results directed to propose a model of consumer behavior with a complex process that facilitates the understanding of the factors that influence the decision making in order to improve the satisfaction of their needs.