(2013) Panjón Nieves, Glenda Maricela; Rodríguez Delgado, María del Pilar; Pesántez Vicuña, Saúl Fernando
This thesis was developed to identify energy drink purchasing and consumption habits among 20-30 year olds in the urban counties of Cuenca. It presents all of the theory necessary to conduct an assessment of the market.
A substantial sample group was surveyed and based on the survey results we formed three clusters. After thorough analysis of the clusters, we applied the model of consumer behavior to Howard In order to figure out the perceived image of the brand. This was done using statistical tools and hypothesis testing.
With all the necessary information to direct us to potential consumers we made an outline for an advertising campaign containing social responsibility, focusing on each of the three segments we identified in the study.
