Evaluación de los niveles de consumo de leche de ganado vacuno en el cantón Riobamba, provincia de Chimborazo período 2017.

Abstract

This research Project was carried out in order to evaluate the levels of consumption of cattle milk in Riobamba canton, Chimborazo province, as well as to determine the factors that influence the consumer in order to select the acquisition of this product on the market. The design of the research is non-experimental-transversal, the type of study is descriptive, applying the deductive-inductive method and the synthetic analytical method and through a socioeconomic study and the survey technique determined finding within of the external and internal influences that impact the consumption of milk, which it is emphasized that the population surveyed in 77% consumes cow`s milk, and their families are usually formed by 3 people, in addition 68% of the participants in the Research they know about the diseases, they can acquire due to lack of calcium. On the other hand, the decision making of the consumer presents the following results: a 40% express with certainty that the consumption of cow`s milk is daily and in the week the consumption is 1 to 3 liters, 64% ensure that the main consumers in their home are the children, as well as the factor that influences the purchase of milk is the quality and its consumption is by health, but a 73% says that it would not consume milk for health reasons. Through the correlation table and the interview to an expert it is concluded that the motivating factor for the consumption of milk with more influence is “by health”, it is recommended to advertise the prevention of diseases due to lack of calcium through a timely intake of this Nutrient the same that will allow to avoid expenses due to the suffering of the same.