ESTUDIO DEL COMPORTAMIENTO DEL CONSUMIDOR DE HELADOS YOGURT A PARTIR DE LA APLICACIÓN DE UN MODELO INTEGRADO

Abstract

The consumer behavior study of the frozen yogurt in Guayaquil is based on the integrated model of Engel, Blackwell and Kollat allowed the identification of important criteria to consider for employees and entrepreneurs to seize the opportunity given by the growing demand for ice cream high standards of quality, unlike traditional ice cream flavor and positive contribution to health. Through the survey of 200 residents of the city of Guayaquil, relevant information was raised to build the 4 parts of the integrated model. The results were: for information processing the strongest stimuli are the recommendations of people to eat ice cream. The individual structure that determines the existence of a need is based on three decision criteria: quality, taste and health. External influences are more strongly social groups: family, friends and coworkers and class. Finally the process of purchase decision is largely influenced by the search for information about the different suppliers of 3 frozen yogurt, prospects who meet the criteria and the decision will be accepted by the consumer.