Perfil del consumidor y el comportamiento de compra en el sector de bebidas alcohólicas en la ciudad de Trujillo - 2020
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Date
2021
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Universidad Nacional de Trujillo
Abstract
El presente trabajo de investigación tuvo como objetivo determinar la relación entre el perfil del consumidor y el comportamiento de compra en el sector de bebidas alcohólicas en la ciudad de Trujillo, 2020. Se realizó una investigación descriptiva con diseño correlacional y de corte transversal con dos variables de estudio: perfil del consumidor y comportamiento de compra. La metodología empleada fue la cuantitativa, utilizando la técnica de la encuesta con su respectivo instrumento cuestionario, el cual se aplicó a una muestra de 287 personas que cumplen con las características de muestra de la investigación. Los resultados de la investigación indican que no existe relación significativa entre las dimensiones de las características del perfil del cliente con el comportamiento de compra del consumidor de bebidas alcohólicas en la ciudad de Trujillo, 2020 al haber aplicado el estadístico de Chi-cuadrado y obtener significancias mayores al 0.05, indicando que las variables presentan independencia.
ABSTRACT The present research work aimed to determine the relationship between the consumer profile and the purchasing behavior in the alcoholic beverages sector in the city of Trujillo, 2020. A descriptive investigation was carried out with a correlational and cross-sectional design with two study variables: consumer profile and purchasing behavior. The methodology used was quantitative, using the survey technique with its respective questionnaire instrument, which was applied to a sample of 287 people who meet thecharacteristics of the research sample. The results of the research indicate that there is no significant relationship between the dimensions of the characteristics of the customer's profile with the consumer's purchasing behavior of alcoholic beverages in the city of Trujillo, 2020 after applying the Chi-square statistic and obtaining significance greater than 0.05, indicating that the variables present independence.
ABSTRACT The present research work aimed to determine the relationship between the consumer profile and the purchasing behavior in the alcoholic beverages sector in the city of Trujillo, 2020. A descriptive investigation was carried out with a correlational and cross-sectional design with two study variables: consumer profile and purchasing behavior. The methodology used was quantitative, using the survey technique with its respective questionnaire instrument, which was applied to a sample of 287 people who meet thecharacteristics of the research sample. The results of the research indicate that there is no significant relationship between the dimensions of the characteristics of the customer's profile with the consumer's purchasing behavior of alcoholic beverages in the city of Trujillo, 2020 after applying the Chi-square statistic and obtaining significance greater than 0.05, indicating that the variables present independence.
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Keywords
Perfil del consumidor, Comportamiento de compra, Bebidas alcohólicas