Los hábitos de consumo de los norteamericanos jubilados frente a los jubilados nacionales, residentes en la ciudad de Cuenca, enfocado a productos alimenticios de primera necesidad (lácteos, fruta, cárnico, marisco, panadería) período 2017-2018

Abstract

This article analyzed the consumption habits of retired North Americans against the national retirees, residents of the city of Cuenca, focused on basic food products (milk products, fruit, meat, seafood, bakery) for the period of 2017-2018, based on the Philip Kotler buyer behavior model. Exploratory research design was used to including a simple cross cut section. The results were established through statistical inferences, applying analysis of comparison of means and CHI2 analysis. It was done a survey using a sample of 370 people, and thanks to the study employed, it was concluded that: Retired Americans and Ecuadorians differ in the behavior of purchase in products of first necessity in a 61.24%. It was concluded that for the North Americans the price is not important, the promotions are influential at the moment of the purchase, also; from their perspective all the categories studied (milk products, fruit, meat, seafood, bakery) are accessible in the city. On the other hand, for Ecuadorians it was inferred that the presentation of the product is important, and advertising is influential in the purchase. It was possible to verify that North Americans and Ecuadorians have different tastes and preferences in the consumption of products of first necessity, with a variation of 64.81%. It was possible to establish a purchasing profile for each segment in which the products vary depending on the nationality. Among the most outstanding results: the preferred shopping place for Americans is Supermaxi, Ital Deli and Bocatti, and for Ecuadorians it is Coralcentro.