Incidencia de la denominación de origen en el comportamiento de compra del consumidor de café en el cantón Rumiñahui, provincia de Pichincha, año 2019

Abstract

Abstract:.The present research aims to describe the coffee purchase decision process,recognizing consumer attitudes from the cognitive, affective and behavioral point of view in consumption, taking as reference the purchasing practices of this drink, determining the motivations that influence the consumer and inquire about the external variables and the people that influence decision-making at the time of purchase.For this purpose, exploratory and descriptive field techniques have been used by means of a survey carried out among residents of Rumiñahui, in order to validate the feasibilityof commercializing Loja coffee.The results show that there is not much knowledge in the population about coffee with designation of origin. Therefore, it is concluded that with an adequate marketing campaign the purchase and consumption of this product would be influenced.