Modelo de toma de decisiones del consumidor de vegetales orgánicos en la ciudad de Cuenca del área urbana en el segmento de 20 a 30 años, año 2014

Abstract

The purpose of this thesis was to identify the buying decision process that organic vegetable consumers follow in the city of Cuenca. The study was carried out with 223 people, using a random ranked sampling with proportional allocation, considering the city’s urban parishes. The statistical tools used were analysis of conglomerates, Cronbach’s Alpha (reliability of the data) and tests of statistical inference Chi-square test (hypothesis verification). Among the most relevant findings it was discovered that the sample’s majority eat organic vegetables (88,79%), but there is a small group (11,21%) who are not aware due to the lack of information or accessibility to the sale points. Additionally, it was possible to identify three consumer profiles: “potential consumer” whose age is between 20 to 25 years old, who buy this type of food to use in a specific menu; the second and third groups are called “traditional consumers” because they acquired this buying behavior during their childhood to maintain a healthy living style. It was also proven that the Schiffman and Kanuk Model is applied for the three conglomerates, although the interaction of the variables tend to change (in the valuation), according to the consumer’s profile.