Análisis del comportamiento del consumo de productos lácteos y su impacto en la industria de la ciudad de Riobamba, para el proyecto Innova MKT, para el periodo 2018

Abstract

The consumption analysis of dairy products behavior and its impact on the industry of Riobamba for MKT innovation project, has the proposal to study the consumption revitalization of dairy products and its impact on the city industry. The research methodology was qualitative and quantitative, the tools were the interviews with project representatives that facilitated the information required for the research, and a structured questionnaire with closed questions, applied to the population of Riobamba, made possible data efficient collection and the sampling provided by the segments of population in this research, resulting that INNOVA MKT does not have communication strategies based on emotional codes that generate applicable information to the diffusion of advertising campaigns on the consumption of dairy products. It is recommended to implement the tool generated from the research based on emotional codes, as an instrument that will facilitate the project to identify the consumer's attention patterns in its purchase decision and the axes to increase the acquisition of dairy products.