Estudio del comportamiento de consumo en la decisión de compra de tubérculos y derivados en supermercados de la ciudad de Riobamba

Abstract

This research work was based on the study of consumer behavior in the decision to purchase tubers and derivatives in supermarkets of Riobamba city, to design strategies to increase the consumption of tubers and derivatives. A qualitative-quantitative research approach was applied, with a descriptive research level. To analyze each stage of the purchase decision process, a survey was conducted, using a questionnaire based on the consumer decision-making model of Schiffman and Kanuk oriented to the psychological field, a sample of 382 people was obtained, from the economically active population employed in the urban sector of Riobamba city. Direct observation in the supermarkets of the city was also carried out, to qualify and improve the different aspects for a better consumer environment at the time of the purchase decision. After having analyzed and interpreted the data, it was proved that the most relevant factors in the purchase decision are: quality, trust, and price. Furthermore, the need to improve the method of informing about the benefits provided by the tubers' consumption was observed. The proposed strategies are aimed at increasing the consumption of tubers and derivatives, also to improve the internal atmosphere of supermarkets, raising the level of satisfaction, and make purchase decisions based on consumer behavior. It is recommended to implement the proposed strategies to increase consumption of the mentioned products in the supermarkets of the city.