Resumen

MELCHOR CARDONA, Madeline; RODRIGUEZ MANJARRES, Juan Diego  y  DIAZ RENGIFO, María Alejandra. Purchasing behavior and consumption of diet products. Pensam. gest. [online]. 2016, n.41, pp.174-193. ISSN 1657-6276.

ABSTRACT This article analyzed attitudes and behaviors regarding the decision of purchase and consume dietary products in the segment of young university students in Cali, Colombia. A simple cross-sectional quantitative investigation was carried out using descriptive and multivariate statistical methods, which allowed the characterization of purchase and consumption behavior of dietary products and identified the most influential external factors in the purchase and consumption decision, in addition to measuring the Degree of satisfaction based on experience and the possibility of recommendation. Family and cultural aspects are factors that influence the purchase and consumption decision of dietary products, it was concluded that the most influential external factor corresponds to the marketing activities. Thanks to the benefits obtained specifically for health, young people are satisfied and would recommend the consumption of this type of products. The results of the research generate an important contribution in the companies for the knowledge of the consumer, which can be used to focus the marketing strategies based on the most influential factors.

Palabras clave : diet products; buying behavior; satisfaction.

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