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Quantitative techniques of marketing research applied to meat consumption in Cuenca City millennial generation

Abstract:

The article presents a market study based on quantitative techniques to determine the preferences, trends, and perceptions of meat consumption in the millennials generation of the city of Cuenca, Ecuador. The results indicate particular behaviors when associate gender variables, the place where they reside and year of birth. In addition, Indicates the causes, why certain millennials do not consume any specific type of meat, emphasizing that pork is the most penalized meat with a lower frequency and lower consumption.