“Alimentación saludable, la gran tendencia del consumo actual”

This research was carried out, due to the global relevance of the tendency to eat healthy food in recent years, so we wanted to know the determining factors and the habits of the population of the city of Santiago de Cali in strata 4, 5 6, in terms of healthy eating, that is, eating healthy and nutritional food, so that it was necessary to know in the first instance the importance and the reasons why the participants consume healthy foods and in this way know who or who have influenced the acquisition of this healthy habit, on the other hand, to investigate the frequency of consumption, the average investment in this type of food, relevant factors that the consumer gives to the characteristics of the product, the level of top of mind and finally the degree of loyalty to the existing brands. Therefore, in order to respond to all our objectives in a concise and clear manner, a mixed study was carried out, in which we first worked on the analysis of secondary data, and then worked on exploratory research using quantitative techniques by means of a digital survey, and qualitative ones by means of a focus group, in-depth interviews and a participant observation exercise in places where the healthy trend can be investigated

• Autores: Murillo Serna, Ana Maria; Rodriguez Salazar, Daniela
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2018
• Institución: Universidad Autónoma de Occidente
• Repositorio: RED: Repositorio Educativo Digital UAO
• Idioma: spa
• OAI Identifier: oai:red.uao.edu.co:10614/10621
• Acceso en línea: http://hdl.handle.net/10614/10621
• Palabra clave: Mercadeo y Negocios Internacionales; Comportamiento del consumidor; Preferencias de los consumidores; Análisis de mercadeo
• Rights: openAccess
• License: Derechos Reservados - Universidad Autónoma de Occidente