Factores personales de influencia en la conducta del consumidor de leche en los supermercados de la ciudad de Riobamba

Abstract

The present research work aims for analyzing the personal factors influencing milk consumption in supermarkets in Riobamba city. It was in order to propose behavioral communication strategies that will help increase milk consumption; In which, it was presented a qualitative and quantitative research, the same one that showed previously obtained results of surveys made to the inhabitants from city. Then, that divided into different variables that analyzes as the stage of the life cycle, economic circumstances, personal characteristics, and style of life. Life of each individual under study. It showed that the consumption of cow's milk in riobambeñas families and it is due to different factors that directly or indirectly influence the purchase and consumption of this product. It should be emphasized that custom, tastes, preferences, and advertising are important elements; In addition, access to milk is easy since the province is the third place of production at national level. Regarding the proposal a photograph consumer’s was made in served as the basis for the implementation of behavioral communication strategies such as: awareness campaigns on milk consumption, merchandising in supermarkets, guerrilla marketing, dissemination campaigns on nutritional information of the product, concluding that the personal factors are related to each other, and has great relevance in the behavior of the consumer. It recommends implementing the proposed strategies and in this way increasing the consumption and turnover of cow’s milk in the supermarkets of the city.