Estudio del comportamiento del consumidor de productos lácteos en la ciudad de Riobamba, provincia de Chimborazo, año 2017

Abstract

This research project of Dairy Consumer Behavior in Riobamba city, Chimborazo Province, 2017. Its objective is to provide strategies for companies to increase the consumption of dairy products. The methodology of the research was quantitative and qualitative, for the verification of information surveys were applied to all consumers of dairy products in the city. The same data were interpreted and analyzed to obtain results on the behavior of each. It is evident that most of the people surveyed affirm that the needs, tastes and preferences influence in the choice of a dairy product. It was known that the surveyed population does not consume cottage cheese and cream and it was determined that a minimum percentage of the population does not consume these products due to medical restrictions. The proposed strategies are: develop a back label for each dairy products, offer of online dairy products, implementation of hawkers in cars, distribution of personalized t-shirts and caps, radio advertising, television, written press, brochures, folders, flyers and the design of a fan page, seeking to increase the dairy consumption without generating high costs. It is recommended to implement each of the strategies to obtain favorable results, emphasising that changes can be made in each proposed strategy.