Insights para la decisión de compra de los productos de la canasta básica de la Ciudad de Riobamba

Abstract

The objective of this research work was to provide relevant information to enable consumers to make informed purchasing decisions and reduce uncertainty in the process. In this context, poultry products were essential elements of the basic consumer basket, and their consumption was crucial to the local economy. However, the information available on consumption trends, customer preferences, prices and other factors that influence purchasing decisions was limited, generating uncertainty among consumers. This situation could lead to purchase decisions based on insufficient or inaccurate information, affecting the quality of life and household economy of consumers. Therefore, the degree work focused on identifying the neuromarketing insights that influenced the purchase decision of poultry products of the basic food basket in Riobamba city. The main objective was to provide relevant information to enable consumers to make informed purchasing decisions and reduce uncertainty in the process. The study was based on an analysis of the consumption behavior of poultry products in the city, as well as on the evaluation of the relationship between insights and consumer purchase decisions. This study had the potential to improve the quality of life of consumers, increase business efficiency and strengthen the local economy. It also highlighted the importance of a comprehensive communication plan to improve the company's positioning in the city. In this regard, it was essential to identify consumer needs and expectations, as well as the most relevant and reliable sources of information for decision-making.