Analysis of consumer purchasing behavior for fractionated vegetable fats, La Concordia 2022

Abstract

Worldwide, the purchasing behavior of consumers is influenced by different factors regardless of the products; in the case of fractionated vegetable fats, due to the affectation in the raw material plant, the economic factor has a greater impact than others. The objective of this research is to analyze the factors of purchasing behavior through a bibliographic review, in order to know the impact of these factors on the decision to purchase fractionated vegetable fats in the canton of La Concordia. The methodology used for the study is elaborated with a qualitative approach, applying the deductive method to explore, describe and analyze the information of our population. The consumers of fractionated vegetable fats, like most consumers of different products, are influenced by different internal, external and consumers' own conditioning factors, marketing stimuli, environmental forces and internal conditioning factors and in relation to these it is concluded that consumers in their purchase decision process go through different sequential stages, based on different factors, which companies can take at their convenience using tools such as sales funnel to improve their sales and the buying process of consumers.