Comportamiento del consumidor de leche frente a la aplicación del mix de Marketing en tiendas de la ciudad de Riobamba

Abstract

The present research work “Behavior of the milk consumer in front of the application of the marketing mix in stores in the city of Riobamba,” has the purpose of providing strategies to encourage the consumption of milk. Qualitative-quantitative research was applied, by conducting surveys to people who buy milk in stores. Once analyzed and interpreted the data obtained, it was evident that although people consider that consuming milk provides health benefits to At the same time, they do not know the details of them, since most of them only know of one of the four most important benefits that milk provides to humans: calcium, leaving aside carbohydrates, proteins and fatty acids. In addition, limited nutritional information was found for consumers. The present work proposes marketing mix strategies using several tools such as persuasion through social networks, visual impact with guerrilla marketing and distribution of POP material (reports, triptychs) with the aim of letting consumers know about the product. It is recommended to implement the proposed strategies for the benefit not only of consumers but also of the suppliers of the product in question.