Análisis del comportamiento del consumidor para determinar el posicionamiento de los productos de la canasta familiar básica en la provincia de Chimborazo en el año 2022

Abstract

The objective of this study was to analyze consumer behavior for the positioning of products of the basic family basket in the province of Chimborazo, behavior and positioning models were used and thus it was possible to detect additional variables that intervened and were taken into account for the research, through a mixed approach, so the quantitative approach sought to measure and estimate magnitudes of consumer behavior and product positioning, the qualitative approach analyzed perspectives and points of view of the participants. The methods were descriptive and correlational, since phenomena, situations, contexts and events related to consumer behavior and product positioning were described, and the relationship or degree of association between both concepts were investigated. The study design was non-experimental without manipulation of variables and cross-sectional, with a single data collection. A survey applied to the economically active population was used as a research method. More than 40% of the people surveyed reported that they had difficulty in buying products of the family basket. More than 70% of them disagreed that the value of these products was in accordance with the salary received; the basic salary was not enough to cover the cost of the food basket. More than 75% were looking for convenience in price, quality and quantity rather than brand loyalty. It was concluded that the internal factors that affect the decision to purchase products in the basic family shopping basket include personal and family motivations with priority given to well-being, and that consumers are looking for economical, high-quality products of recognized brands. The importance of improving the quality, price and availability of basic food basket products to satisfy consumer needs was highlighted.