Análisis de hábitos de consumo marca distribuidor versus marca fabricantes de los productos de primera necesidad en la ciudad de Cuenca, 2016

Abstract

The purpose of this research is to analyze the consumer habits of distributors brand front manufacturers brand of the first necessity products in the city of Cuenca, considering the unknowing of the habits can generate inconvenient to businessman, to the positioning of their products in the market, since they don’t know where to direct their marketing strategies to achieve their organizational objectives. In order to determine the consumption habits, a survey was conducted to 384 consumers in the city of Cuenca. The main results found were evidencing that the main reasons for the preference of the manufacturer brand is quality (74,1%); while 71,12% prefer distributor brands for the price, concluding that the quality and price constitute the main variables that differentiates the two brands.