Análisis del comportamiento del consumidor en el proceso de decisión de compra en Natuvital de la ciudad de Riobamba

Abstract

This research work called Analysis of Consumer Behavior in the process of purchasing decision in “Natuvital” from the city of Riobamba, which aims to determine those variables that influence the purchasing process oriented in the acquisition of natural medicine and alternative therapy. The mixed research methodology was applied with the use of the quantitative-qualitative method, research tools such as the survey and observation sheet were used, which led to a statistical analysis of information, as well as a situational analysis and identification of the qualities possessed by the company, based on the default model of consumer behavior of Nicosia, where it lies in a clear interaction between company and consumer, thus showing that factors are decisive when making a purchase , these being the attitudes, personality, shopping experience and the profit you get from the product, where the marketing mix affects, as well as quality, advertising, branding, size, also referencing the opinions and recommendations of the product or service, in addition the emotional part represents some of the variables with the greatest participation over the consumer. Once the field and research information was obtained, it was possible to establish and design strategies that help brand positioning, and identify the behavior that the consumer chooses against a purchase of either a product or service. That is why it is recommended to identify the behavior that the consumer has and what variables influence the purchase decision process, therefore, it allows to measure the options of the buyer that lies in the recognition of brand identity, in order to achieve obtaining information of what the customer wants, and to correctly raise the objectives, company strategies and goals.