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ESTUDIO DEL COMPORTAMIENTO DE COMPRA DEL CONSUMIDOR DE BEBIDAS GASEOSAS EN LA CIUDAD DE MACHALA

Abstract:

This study aims to determine the purchasing behavior of soda (tails) by a market study to establish parameters of the consumer. The methodology is descriptive and used as technical survey. The results show that consumers overwhelmingly preferred the black soft drinks, buy the product in stores in your neighborhood, drink colas with food, drink and staff prefer it refreshing, perceived product quality is the most important attribute, in addition it was found that the most consumed soft drink brand by Machaleños are Coca Cola, Fanta, Sprite and Fioravanti and who has in most of the time the purchase decision are mothers. In conclusion the consumers of soft drink because they are refreshing, in most of the time consumed while in the family. It has proposed a promotional plan to promote the consumption of soft drinks in the city of Machala.