Análisis del comportamiento de compra respecto a la oferta de productos lácteos en El Oro.

Abstract

To analyze the factors that influence the consumer's purchasing behavior of Zarumeño dairy products in the province of El Oro. A quantitative study was conducted, using stratified probability sampling to infer about the population under study, in this case, the families of the districts of the lower part of the province of El Oro, covering a sample of 383 people for a population of 166,768 families. The data were processed and analyzed in SPSS®. The results of the analysis show that the percentage of consumption of Zarumeño dairy products in the districts under study is 54.20%, the majority of consumers belong to the Machala district; they also have a weekly purchase frequency in markets and neighborhood stores on weekends; the main reasons for their choice are taste and customs; of the products offered, the favorite of consumers is Zarumeño cheese. It is also evidenced, that the main sources of information considered, for the purchase decision, are the suggestions of family and friends, presenting low percentages in traditional media. The results of this study can provide certain bases for understanding the purchasing behavior of the Orense consumer in reference to dairy products produced in the Zaruma district, presenting important implications for producers, so that adequate marketing and distribution strategies can be developed for the districts of the lower part of the province.