Cookies Consumer Behavior

NATIONAL SERVICE Competency: Plan marketing activities that respond to the
ANALYSIS OF THE PROFILE

needs AND CONSUMPTION
and expectations of customers and theBEHAVIOR OF
company's objectives
LEARNING - SENA
COOKIES BASED ON BOYACENSE
Center FRUITS
for Administrative FORand
Management APPRENTICES OF
Business Strengthening
SHEET 1133647 BETWEEN 16 AND 40 YEARS OLD
PRESENTED BY:
YESICA MIREYA BRAVO CASALLAS
LINA FERNANDA MARTÍNEZ BERRIO
DIANA LIZETH PINZÓN RODRÍGUEZ
PRESENTED TO:
INSTRUCTOR: ADRIANA RODRÍGUEZ
NATIONAL LEARNING SERVICE SENA

BOYACÁ REGIONAL
ADMINISTRATIVE MANAGEMENT AND BUSINESS STRENGTHENING CENTER
CEGAFE
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needs and expectations of customers and the company's objectives
LEARNING - SENA
Center for Administrative Management and Business Strengthening
TECHNOLOGIST MANAGEMENT
FILE: 1133647
TUNJA
2016
Content
Summary.....................................................................................................................................................4
Abstract.......................................................................................................................................................5
Introduction.................................................................................................................................................6
1. Background.............................................................................................................................................7
2.1 Problematic Situation.......................................................................................................................12
2.2 Problem Statement...........................................................................................................................13
3. Objectives..............................................................................................................................................13
3.1 General Objective............................................................................................................................13
3.2 Specific Objective............................................................................................................................13
4. Methodology.........................................................................................................................................14
4.1 Collection Techniques:....................................................................................................................14
Population..........................................................................................................................................15
Sample...............................................................................................................................................15
Field work.........................................................................................................................................16
5. Justification...........................................................................................................................................16
6. Theoretical Framework..........................................................................................................................17
6.1 Consumer Behavior.........................................................................................................................17
6.2 Characteristics of consumer behavior..............................................................................................18
6.3 Aspects to consider in the Study of consumer behavior...................................................................19
6.6 Perception........................................................................................................................................28
6.7 Learning..........................................................................................................................................29
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6.8 Types of consumer purchasing decisions.........................................................................................30

6.9 Study of consumer behavior:...........................................................................................................31
7. Identification of Variables.....................................................................................................................35
8. Definition and operationalization of variables.......................................................................................36
9. Consumer profile...................................................................................................................................39
Table of contents graphics
Graph 1 Do you like cookies? (If your answer is yes, answer)
Graph 2 What type of cookie do you frequently consume?
Graph 3 Are you willing to eat cookies made from fruits from the Department of Boyacá?
Graph 4 What is the main reason for eating cookies?
Graph 5 How often do you consume cookies?
Graph 6 What is the brand you consume the most?
Chart 7 What flavor do you prefer your cookie?
Graph 8 Where do you usually buy cookies?
Graph 9 When would you be willing to pay for a package of cookies based on Boyacá fruits?
Graph 10 What type of fruit would you like the Cookie to have?
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Table of contents tables
Table 1 Do you like cookies? (If your answer is yes, answer)
Table 2 What type of cookie do you frequently consume?
Table 3 Are you willing to eat cookies made from fruits from the Department of Boyacá?
Table 4 What is the main reason for eating cookies?
Table 5 How often do you consume cookies?
Table 6 What is the brand you consume the most?
Table 7 What flavor do you prefer your cookie?
Table 8 Where do you usually buy cookies?
Table 9 When would you be willing to pay for a package of cookies based on Boyacá fruits?
Table 10 What type of fruit would you like the Cookie to have?
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Summary
The bakery sector in 2016 is experiencing continued growth, due to the new styles and lifestyles
of the population. There is a great diversity of national cookies in our country, as well as the
main bakeries and cookie factories. This study focuses on the consumption of cookies based on
Boyaca fruits for the apprentices of file 1133647, taking into account that this consumer is
National , the aim is to analyze the profile of the consumer of cookies based on Boyacá fruits of
people between 16 and 40 years old, in order to achieve the greatest customer satisfaction.
Keywords : Consumer of Cookies based on Boyacense fruits, Behavior.
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Abstract
The bakery sector in 2016 is experiencing continued growth, due to the new styles and habits of
life of the population. There is a great diversity of national biscuits in our country, as well as the
main bakeries and biscuit factories, this study focuses on the consumption of biscuits based on
boyacenses fruits for the trainees of the chip 1133647 taking into account that this consumer is
National, It is intended to analyze the profile of the consumer of cookies made from boyacense
fruits of people between 16 and 40 years, in order to achieve the highest customer satisfaction .
Key words : Consumer of Fruit Crackers Boyacenses, Behavior.
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Introduction
The bakery sector in 2016 is experiencing continued growth, due to the new styles and lifestyles
of the population. There is a great diversity of national cookies in our country, as well as the
main bakeries and cookie factories. This study focuses on the consumption of cookies based on
Boyaca fruits for the apprentices of file 1133647, taking into account that this consumer is
National , the aim is to analyze the profile of the consumer of cookies based on Boyacá fruits of
people between 16 and 40 years old, in order to achieve the greatest customer satisfaction.
The objective of the Research will be to determine the Consumer Profile of cookies based on
Boyacense fruits for the trainees of file 1133647, by Identifying who are the frequent consumers
of cookies, determining their needs, motivations, attitudes, perceptions and expectations.
The survey will be used as a data collection instrument that will be applied to the apprentices of
the file 1133647 of cookies based on Boyacá fruits. Likewise, the results of the survey will be
processed in the Excel program and tabulated, giving the necessary results to contrast them with
the theoretical framework and the proposed objectives, ending with a summary, along with the
conclusions of the research carried out. All information collected and processed is the result of a
serious and reasonable documentary investigation.
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1. Background
The cookie market in Colombia is divided into three categories: traditional national industry,
innovative multinationals, and specialized or artisanal companies. Each one faces the challenge
of satisfying conscious consumers who, in addition to good nutrition, seek innovation in flavors,
excellent product presentation and fair prices.
The leading companies in the biscuit sector know their consumers and do not doubt the
importance of maintaining traditional values, ingenuity and variety. For their part, distributors of
personalized and Premium products are betting on quality and difference, while new competitors
in the sector offer innovation and interesting flavor alternatives.
Noel. National tradition
Mauricio Serrano Marketing Manager of the most traditional cookie brand on the market in
Colombia, assures that the current cookie consumer trend is based on health and well-being. “In
cookies, the healthy segment already weighs 7% and is growing positively in a sustained manner
above any other segment.” According to Serrano, Noel strongly leads this segment with 58%
participation. Its TOSH brand has been the avant-garde, the one that brings new developments
and the one that invites, through its value proposition, to enjoy food without having to make
sacrifices. Lately, he was the one who very successfully introduced oatmeal cookies to the
market, with all the benefits of the whole grain, a breakthrough for a market like the Colombian
one. “This segment is so dynamic that it has given room for new
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incoming brands, some with very well-valued proposals, and which simply makes the challenge
of continuing to lead the development of this segment more challenging for TOSH.”
Noel is the leading company in Colombia with a 57% total share, a leadership that has been
stable over time, even considering the strong competitive scenario that has occurred recently in
the cookie market. Leadership that is had with each of its strategic brands in their respective
segments, without exception. According to Serrano, “looking at this business from a regional
perspective, Noel is the second company in participation in the aggregate region between
Andean-Central America-Caribbean with 21% participation, very close to who occupies that first
place, Kraft.”
For the remainder of 2009 and during 2010, Noel has reinforced its investment in marketing and
innovation. The company has consolidated the healthy trend and maintains a significant offer of
good price, variety, recognition and quality from Saltín Noel, Ducales, Tosh, Minichips and
Festival.
Nestle. Innovation leader
Nestlé cookies have a positioning in the Colombian market based on offering Nutrition, Health
and Well-being. According to María Paula Cano, Cookies Brand Manager at Nestlé Colombia,
“the product portfolio is specially designed to satisfy specific nutritional needs at all times of the
day and at all stages of life, with products for the family, young people , adults, older adults and
children.” In general, Nestlé has been innovating in the formulation of its products in order to
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offer a nutritional profile that is more in line with the needs of different consumers. That is, each
product offers a differentiating benefit that becomes additional value. Among the adjustments
that have been made to the formulation, is the case of the Saltinas Originales line, which is
characterized by having low levels of fat along with Saltinas Mantequilla and Doré, which do not
contain Trans fats and do not provide cholesterol. For its part, the Saltinas Plus product line,
which was launched in 2009, offers specific functional benefits for the specific needs of adults
and older adults.
Within this portfolio are the Saltinas Plus Linaza line, which offers all the benefits of this seed;
Saltinas Plus Cereales, which provides fiber and helps regulate intestinal function; and Saltinas
Plus without Added Salt, especially for people with hypertension, who control their daily diet,
because it has a low sodium content. The cookie consumer has become more specialized. Market
trends show that the segments with the highest added value have grown in recent years, such as
the healthy or specialty segment, and for that reason Nestlé has other, much more elaborate lines.
For children there is Passatempo, a brand that was launched two years ago in Colombia and
contains KLIM milk as an additional ingredient, which makes the cookie softer than what is
generally found in similar products on the market; and also has the addition of calcium, a
fundamental nutrient in children's diets.
As stated by María Paula Cano, through the 27 Nestlé Research, Development and Technology
Centers in the world, the company is constantly dedicated to generating knowledge and
promoting product innovation to offer consumers Nutrition, Health and Welfare. “We consider
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that consumer interest in the relationship between food and health, added to the interest in
achieving well-being, have been motivators for the increase in demand for healthy foods. The
trend is that functional products continue to gain space in the group of healthy products, and
consumers are likely to have greater awareness of the type of benefits that these products
contribute to their Nutrition, Health and Well-being.
Cookie Jar. Quality and difference
Gourmet preparation cookies require, as explained by Patricia Mejia Uribe, Cookie Jar Manager,
high quality ingredients that guarantee a difference compared to industrially manufactured
cookies. Fresh, natural and enriched eggs, as well as flour and sugar with unmatched properties,
are responsible for positioning the product among consumers as an alternative option that
generates well-being.
The secret, says Mejia, “is in the use of natural raw materials away from chemicals and artificial
flavors.” Cookie Jar believes that health, rather than being the result of modifications in
ingredients, should come from the perfect mix between quality ingredients and the traditional
experience of artisanal manufacturers. “The best way to sell cookies is to position the product in
the minds of consumers and that can only be achieved with quality.”
Bauducco. Novelty and flavor
The Brazilian company has been in the Colombian market for 5 years and among its categories it
combines pleasure, indulgence and taste. According to Paulo Cardamomo, Marketing Director,
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"in Colombia it was possible to identify some flavors that are preferred, such as guava and
arequipe, and together with the health issue, a stage of positioning of these products has begun."
Bauducco offers cookies with fewer calories and filled with natural fruit pulp that are new on the
market today. Cardamomo assures that the trend in production and consumer demand is wellness
and Bauducco in this topic includes simple but very important things: “a line of fillings with less
trans fats and a more balanced recipe with more grains, whole fiber and fruits ”.
2. Problem
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2.1 Problematic Situation
Currently, the apprentices on file 1133647 are used to consuming unhealthy foods typical of the
region. The existing relationship with the current proposal for the production and distribution of
cookies based on Boyacá fruits is given from an idea provided in a market investigation by the
Competition to plan marketing activities that respond to the needs and expectations of customers.
and to the objectives of the company, within which as a requirement we suggest presenting a
proposal about an innovative product that did not exist as such in the market, with its respective
market research to verify its viability.
The analysis of the Consumer Profile and behavior on which this study is based shows great
feasibility, since there is acceptance for cookies based on Boyaca fruits, by a high percentage of
respondents from file 1133647 of the city of Tunja, for which important aspects were taken into
account to determine viability such as: the habit of purchasing whole food products, based on
fruits from the region, purchasing capacity, opinion regarding the taste and appearance of the
product, among other variables. of great relevance, through product tests that determined its
acceptance.
2.2 Problem Statement
What is the profile of the consumer of cookies based on Boyacá fruits of the apprentices of file
1133647 between 16 and 40 years old from the City of Tunja?
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3. Objectives
3.1 General Objective
Analyze the profile of the consumer of cookies based on Boyacá fruits of the apprentices of file
1133647 between 16 and 40 years old from the City of Tunja.
3.2 Specific Objective
• Identify who are the frequent consumers of cookies based on Boyacá fruits
• Establish the frequency of consumer purchases of cookies based on Boyacá fruits.
• Determine and analyze the needs, motivations and attitudes of frequent consumers of cookies
based on Boyacá fruits.
• Check the perceptions and expectations of customers towards the consumption of cookies
based on Boyacá fruits.
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4. Methodology
The method used in this research will be Descriptive, because it aims to identify who are the
consumers of cookies based on Boyaca fruits in the city of Tunja, in order to know their
consumption behavior and the segment to which they are directed.
4.1 Collection Techniques:
The collection methods and techniques that will be used for this study are:
Primary Techniques
• The survey: Which will be carried out by the population, which will allow them to have access
to the information necessary to know the behavior of the consumer of cookies based on Boyaca
fruits from the city of Tunja.
Population
• Definition of the Population: The study population will be all the apprentices of the file
1133647 who consume cookies from the City of Tunja, which, because they are people from the
business management technologist, is a certain number.
Sample
Statistical techniques will be used to know the number of consumers that should be surveyed. To
define our sampling, those trainees on file 1133647 who consume cookies in General will be
taken as a sample.
• Sample size:
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Apprentices on file 1133647 between 16 and 40 years old correspond to 26 apprentices, thus the
sample size for a survey design is based on judgment sampling, resulting in 26 surveys.
• Data processing:
The data processing will be carried out through a computer, the results of the surveys will be
processed with the Microsoft Office Excel 2010 program.
For the consequent interpretation of the data we will use descriptive statistics, we will use tables
and graphs, which will be interpreted according to the objectives in this work of analysis of the
Consumer Profile and behavior.
Field work
• A survey will be carried out on the Apprentices of the cookie file 1133647 in the city of Tunja,
with 26 apprentices as a sample, which will help determine the profile of the consumer of
cookies based on Boyaca fruits in the city of Tunja.
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5. Justification
The reason why I was inclined to carry out this research work was to know the needs,
motivations and attitudes of consumers, their perceptions and expectations that motivate the
consumption of cookies based on Boyacá fruits.
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6. Theoretical Framework
6.1 Consumer Behavior
Definition
Consumer behavior is defined as the activities that people carry out when obtaining, consuming
and disposing of products and services. Simply put, consumer behavior has traditionally been
thought of as the study of “why people buy”; with the premise that it is easier to develop
strategies to influence consumers once the marketer knows the reasons that drive them to
purchase certain products or brands. (Blackwell, 2002)
For the authors Walter & Bergiel (1989), “Those decisions and activities of people, specifically
involved in the purchase, use, evaluation and disposal of products, services or ideas that they
hope will satisfy their needs.”
According to Schiffman (2001), it is the behavior that consumers show when searching for,
purchasing, using, evaluating and disposing of the products, services and ideas that they expect
will satisfy their needs.
It is the set of activities carried out by a person or an organization from the moment a need is
triggered until the moment the purchase is made and the product is subsequently used, states
Engel, James (1973).
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6.2 Characteristics of consumer behavior
The study of consumer behavior is not simple, since it has some peculiarities that make it
difficult:
• It is complex: there are a large number of internal and external variables that influence
behavior. Furthermore, the market response to stimuli tends to be non-linear, to have delayed
effects, threshold effects ((minimum levels of stimulus necessary to produce a response) and to
decrease over time if new stimuli do not intervene.
• It changes with the product life cycle: the product life cycle, similar to that of living organisms,
constitutes a sequence of stages through which the product goes from its launch to the market
until its disappearance. The theory of the product life cycle suggests the use of different
marketing strategies throughout the different stages through which it passes. As the product
establishes itself in the market and reaches maturity, consumers carry out a learning process and
gain greater experience about the features and benefits of the product.
• They vary depending on the type of product: Not all products have the same interest for the
consumer nor does their purchase present the same risk. If the purchase is important for the
consumer (even if the price is not high) or the risk associated with it is high due to the
consequences of a wrong purchase, it will be a high-involvement purchase. In this case, the
decision process will generally be long and complex, unless there is brand loyalty, states Sole
Maria (2003).
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6.3 Aspects to consider in the Study of consumer behavior
Factors and influences of a very diverse nature interact in the act of purchase:
• The characteristics of the product (Quality, design...) and the mix policies adopted by the
manufacturing company.
• The characteristics of the seller (quality of the information provided, kindness and empathy,
degree of trust conveyed).
• The characteristics of the purchasing situation (time available to the consumer to make the
purchase, time of year, weather...)
• The characteristics of the buyer (external and internal).
What do you buy?
Answering that question means determining:
The distribution of demand for the products offered.
The products that have an increasing demand and those in which it decreases.
The hierarchy established between the desired products.
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Who buys?
It is necessary to previously define the different roles that they can assume:
Initiator, Influencer, Decider, buyer, User, Payer.
For each of them, their demographic, socioeconomic, and psychological (lifestyle) profile must
be known. Within the family, as we will see later, there is usually a distribution of the different
possible roles.
Why is it purchased?
With this question we try to find out the motives or reasons why the product is purchased. To do
this, it is necessary to know what benefits we are trying to achieve. The consumer has needs that
he tries to satisfy through the purchased product. These benefits can be determined based on the
characteristics of the good or service.
How to buy?
Answering this question implies knowing several aspects related to the purchasing process.
Is the purchase made in a reasoned or emotional way?
With interest and enthusiasm or routinely?
How do I request the product?
What level of information is available about the products?
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How does the consumer respond to promotions?
When is it purchased?
This dimension of purchasing behavior also includes various aspects:
The occasions or moments in which it is purchased.
The frequency with which you go to the point of sale (daily, weekly, once a month...)
The time of day when you go to this point of sale (morning, afternoon, time).
Where is it purchased?
This dimension of purchasing behavior is fundamentally associated with the distribution of the
product, so the following issues will be taken into account:
The points of sale where purchases are preferably made.
The reasons why people buy at certain points of sale or why they leave them. The consumer does
not buy only for the intrinsic benefits of the product, but also for the service (good or bad) they
receive at the point of sale and the image they perceive.
How much do you buy?
According to Sole Moro (2003), the last dimension of behavior involves the measurement of the
quantity purchased. This issue is fundamentally related to repetitive purchases. Thus, when
purchasing newspapers, it is necessary to know which ones are purchased daily or weekly, and
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when using banking services, the average amounts of cash that are withdrawn each time ATMs
are used.
6.4 Behavior Model and Segmentation
Engel–Blackwell–Kollat model
This model aims to give a general description of consumer behavior when making a purchase
and clarifies the relationships between the variables that intervene in it. The model is integrated
into four well-defined areas or parts:
• The individual psychological field.
• Information processing.
• The decision process.
• The purchasing process
It is a series of processes in which products are sought and evaluated based on the consumer's
objectives and in which future purchases are influenced by previous experience.
There is interaction of past experience and stored information with the consumer's general
predispositions, such as personality variables. This interaction leads to the formulation of values
and attitudes that are defined as “organizations of particular concepts, beliefs, habits and
associated motives.”
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All these variables are contained in a central control unit. This unit produces blocks of answers
that play a very important role throughout the decision process.
After the purchase act, a series of processes occur.
Segmentation:
Segmentation is the process of dividing the heterogeneous market into parts that must be
homogeneous inside (individuals belonging to the same segment must have similar behaviors),
but heterogeneous with respect to other groups (with characteristics that identify and differentiate
their members. from other segments)
Purchase Decision Process:
The motivation:
To act, the individual must expend a certain amount of energy in a certain direction. The cause of
the action lies in the needs, in the physical and psychological deficiencies of the subject. The
intensity of the energy used in said action will depend on the deficiency according to Engel
(2003)
We can define motivation as the driving force of individuals that leads them to action. In general,
in all purchasing decisions subjective motivations (personal, emotional, etc.) and objective
motivations (rational analysis of convenience, usefulness, comparative advantages) are
combined.
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Classification of Needs:
Of the multiple classifications that have been made about needs, the clearest and most well-
known is the one made by Abraham Maslow.
According to Maslow, he sought to explain why certain needs drive human beings at a certain
moment. To do this, it establishes a hierarchy between the needs of a human being.
Needs, according to Maslow, appear successively, starting with the most basic or lowest,
physiological needs. As they are satisfied to a certain degree, others of a higher rank, of a more
psychological nature, appear.
People's access to higher level needs depends on their level of well-being. All people have basic
needs, but this does not mean that they have self-actualization needs.
On the other hand, the order in which Maslow classified needs is not completely rigorous, since
there may be the case of individuals who prefer to sacrifice the satisfaction of basic needs for
others of a higher order.
Maslow distinguishes a total of five types of needs:
a) Physiological needs
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They are the first needs that appear in human beings. Their satisfaction is essential for the
survival of the individual.
Many of them are ignored because they are so everyday, however, they are the basis of many
economic activities, and if they cannot be satisfied, they endanger the life of the individual.
They correspond to the deficiencies, and are:
• Need for movement: It is basic for life, both in its unconscious dimension (functioning of the
body's organs) and in its conscious dimension (for example, the extremities).
• Need for clean air: Satisfying the need to breathe is done unconsciously, but that does not make
it any less important.
• Need for food: It is one of the most obvious needs, and it is divided into the need for both solid
and liquid nutrients. It goes without saying the importance of this need in the business world.
• Need for evacuation: It has a less social dimension, and its function is the elimination of
nutritional waste and toxins.
• Need for adequate temperature: It is the need for shelter for certain colder areas, or ventilation
for other warmer areas.
• Need for rest: This function allows the body to recover the energy it has expended during the
day and rest both physically and mentally.
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• Need for sex: Although it is not a need that, if not satisfied, endangers the individual, at a social
level it determines the survival of the species. It has great importance as a driving force for
individuals, which has been used as the background of many advertising campaigns.
b) Security needs
These needs appear once the previous ones are relatively satisfied. They do not seek immediate
satisfaction as much as they focus on satisfaction in the future.
c) Needs for belonging and love
Once the physiological and security needs are covered to a certain extent, those for love,
affection or possession appear. These needs lead the individual to relate to other members of
society, to seek their affection and to associate or affiliate with others.
d) Esteem needs
As Maslow states, all normal people have a need or desire for a stable, firmly based, and high
evaluation of their personality; They need self-respect and the appreciation of others. These
needs lead, on the one hand, to a desire for strength, achievement, sufficiency, dominance,
competence, confidence, independence and freedom, and, on the other, to a desire for reputation,
prestige, domination, recognition, importance or appreciation.
e) Need for self-realization
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They involve the integral realization of one's potential. That is, to become what you can be, to be
at peace with yourself. It manifests itself in aspects of physical, psychological or social
development.
6.5 Motivation of purchasing behavior
The needs that a person has, both biological and psychological, can become motivation when
they reach a sufficient level of intensity to drive the person to satisfy them.
According to Kotler (1996) “a motivation is a need that is exerting enough pressure to induce the
person to act. Satisfying the need mitigates the feeling of tension."
There are several theories about human motivation, including Freud's Theory of Motivation and
Maslow's Theory of Motivation.
According to Kotler (1996) "Freud assumes that the real psychological forces that shape human
behavior belong largely to the unconscious."
This is why people often cannot fully understand their own motivations, because although they
purchase a product to satisfy a motive, they may also be purchasing it to impress others or to feel
smarter or superior.
Motivation researchers gather comprehensive information on small samples of consumers to
uncover the deeper reasons for their choice of certain products.
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products. Motivation analysis is a useful instrument for marketers who are interested in deeply
understanding consumer behavior.
6.6 Perception
Once the person is motivated, they are ready to act. Although two people have the same
motivations and are in the same situation, this does not mean that they will act in the same way;
This is because they perceive the situation in a different way. All people know a stimulus
through the flow of information that comes through the five senses, which are sight, hearing,
smell, touch and taste. However, each one organizes and interprets the information individually.
According to Kotler (1991) "perception is the process by which a person selects, organizes and
interprets information to form a meaningful image of the world. People perceive the same
stimulus differently because of three perceptual processes: selective exposure, selective
distortion, and selective retention.”
Regarding selective exposure, it can be mentioned that people are constantly exposed to a large
amount of stimuli. This perception process means that marketers have to work hard to attract the
consumer's attention. Your message will be lost to most of those who are not part of the product
market. Even those in that market might not register the message unless it stands out from the
rest.
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6.7 Learning
How individuals learn is a topic of great importance to marketers, who want consumers to learn
about goods and services and new forms of behavior that will satisfy not only the needs of the
consumer but the objectives of the marketer.
According to Shiffman (1991) "consumer learning is the process by which individuals acquire
purchasing and consumption knowledge and experience that they apply to related future
behavior. Although some learning is intentional, a great deal of learning appears to be
incidental."
Kotter (1991) defines learning as "changes in individual behavior derived from experience.
Learning takes place thanks to the interaction between impulses, stimuli, cues, responses and
reinforcement."
In other words, learning describes the changes that experience causes in an individual's behavior.
An impulse is an internal stimulus that demands action. It becomes a motive when it is directed
at a particular stimulus object. Cues are the minor stimuli that determine when, where, and how a
person responds.
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6.8 Types of consumer purchasing decisions
According to Shiffman (1991), the process through which consumers make their purchasing
decisions must be compromised to develop strategic applications. Consumer decision making is
not a single process
The first dimension represents a continuous series of decisions that are made until a habit is
formed. Consumers can base their decisions on a cognitive (thinking) process of searching and
evaluating information about brand options. On the other hand, sometimes a decision does not
need to be made since the consumer is satisfied with a particular brand and buys it consistently.
The second dimension describes a continuum from high-involvement to low-involvement
purchases.
Habitual decision making and low level of involvement produce four types of consumer
purchasing processes:
Complex decision making: It occurs when involvement is high and decision making occurs; For
example, the purchase of a computer, or car, or clothing; Therefore, consumers have time to
search for relevant information and process it in more detail.
• Limited decision making: occurs when the consumer makes a decision under conditions of low
level of involvement. Consumers sometimes go through a purchasing decision process, even
when their level of involvement is not very high, due to little experience with a product; example
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when new products are launched on the market. The search for information is limited and few
brands are evaluated.
• Brand loyalty: is the result of repeated satisfaction and a strong commitment to a particular
brand. Complex or even limited decision making does not occur every time a consumer
purchases a brand. If the choice is repetitive, the consumer learns from past experience and, with
little or no decision, buys the brand that is most satisfactory.
• Inertia: or low level of involvement with the product, as well as no decision making. Inertia
means that the consumer buys the same brand not out of loyalty, but because it is not worth the
time and hassle of searching for an alternative brand; For example, purchasing canned vegetables
or paper towels, etc.
Organization of Consumer Behavior Models
6.9 Study of consumer behavior:
The author Arellano (2002) mentions that to deal with complexity, models of consumer behavior
have been designed. Models serve to organize our ideas about consumers into a coherent whole
by identifying the relevant variables, discovering their fundamental characteristics, and
specifying how the variables relate to each other. A model consists of three large sections:
• External environmental variables that affect behavior.
• Individual determinants of behavior.
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• Buyer decision process.
a) External variables: The external environment is made up of six specific factors: Culture,
subculture, social class, social group, family and personal factors.
Culture: It covers knowledge, beliefs, art, moral norms, laws, customs and any other abilities and
habits acquired by man as a member of a society. It is the foundation of many consumer values,
beliefs and actions.
Subculture: It highlights the segments of a certain culture that have values, customs and other
forms of behavior that are their own and that distinguish them from other segments that share the
same cultural legacy.
Social Stratification: Refers to the process by which the members of a society are classified with
each other in various social positions. The result of this is a hierarchy that is often called a set of
social classes. Those who fall into a certain social class tend to share beliefs, values and patterns
of behavior.
Social Group: It can be conceived as a set of people who have a sense of affinity resulting from a
mode of interaction with each other.
Family: It is a special form of social groups that is characterized by the numerous and strong
personal interactions of its members.
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Personal Factors: Personal influence influences the amount and type of information buyers
obtain regarding products. It is also considered an important factor that impacts values, attitudes,
brand evaluations and interest in a product.
Other factors: This is a general category that covers the variables that influence the consumer.
An example may be the effect of mass media that is not incorporated into any of the other
categories, with the designation of situational variables. Many of these factors are summarized,
including the physical environment, the interpersonal environment, national events, and the cash
available to the buyer.
b) Individual determinants: These are variables that affect the way the consumer goes through
the decision process related to products and services. The external environment is directed
towards individual determinants, demonstrating that individual stimuli do not directly influence
consumers.
Personality and self-concept: They offer the consumer a central aspect, they offer a structure so
that they can display a constant pattern of behavior.
Motivation: They are internal factors that drive behavior, giving the orientation that directs the
activated behavior. Participation designates the relevance or importance that the consumer
perceives in a certain purchasing situation.
Information Processing: Designates the activities that consumers carry out when they acquire,
integrate and evaluate information.
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Learning and Memory: Try to understand what consumers learn, how they learn, and what
factors govern the retention of learned material in the consumer's mind.
Attitudes: They govern the basic orientation towards objects, people, events and our activities.
Activities: They profoundly influence how consumers will act and their reaction to products and
services, as well as their response to the communication that marketers prepare to convince them
to purchase their products.
Purchase Decision Process:
The process begins when a consumer recognizes the existence of the problem that occurs when
the notable difference between their real situation and their concept of the ideal situation is
activated in their consciousness. This can be done through the internal activation of a motive
such as hunger or due to other variables such as social or situational factors.
And the consumer feels driven to act and enters the stage of beginning to search for information.
Generally this begins with an internal search, that is, a rapid and unconscious review of memory
in search of stored information and experiences that relate to the problem. This information is
made up of the beliefs and attitudes that have influenced consumer preferences for certain
brands. Often with the search it is possible to recognize a strong preference for the brand, then
producing an ordinary purchase.
If the internal search does not provide sufficient information about the products or how to
evaluate them, the consumer will continue to carry out a more determined external search.
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LEARNING - SENA
Every stimulus of an informative nature is subject to information processing activities, which the
consumer uses to obtain the meaning of the stimuli. This process involves paying attention to
available stimuli, deducing their meaning, and then storing it in what is known as short-term
memory, where it can be held briefly for internal processing to take place.
A purchasing process normally comes after a strong purchase intention. This process consists of
a series of options, including the type of store and the brand or service to use. Afterwards, the
purchase gives rise to several results. One of them is the satisfaction that the experience of using
the brand produces. Satisfaction will impact the individual's beliefs related to the brand. Other
results are dissatisfaction and doubt after the purchase. Both can generate a more intense desire
to obtain more information and influence the subsequent recognition of problems, says Arellano
(2002).
7. Identification of Variables
• Age
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LEARNING - SENA
• Sex
• Frequency of consumption
• Price
• Place of Consumption
• Quality / Product
• Perception
• Motivation
• Type of service
• Expectations
8. Definition and operationalization of variables
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LEARNING - SENA
Variables Indicators
He likes cookies Yeah
No
Type of cookie you eat frequently Wheat
Oatmeal
Other
I would eat cookies made from fruits from the department of Boyacá Yeah
No
Main reason for eating cookies Price
Variety of flavors
How often do you consume cookies? Diary
Weekly
Biweekly
Monthly
Brand that consumes the most Airing
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LEARNING - SENA
Chokis
Festival
Wafer
Moo
What flavor do you prefer your cookie? Strawberry
Chocolate
Vanilla
Orange
Where do you usually buy cookies? Store
Supermarket
Bakery
Special establishment
How much would you pay for a package? Boyacense fruit cookies $200- $300
$400- $600
$700- $800
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LEARNING - SENA
$900- $1200
Type of fruit that your cookie will contain Plum
Peach
Strawberry
Soursop
Lulo
Mango
Apple
Blackberry
cape gooseberry
9. Consumer profile
Frequency of consumption
1. Do you like cookies? (If your answer is yes, answer)
So
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LEARNING - SENA
b) no
2. What type of cookie do you frequently eat?
a) Wheat
b) Oats
c) Other
3. Are you willing to eat cookies made from fruits from the Department of Boyacá?
So
b) No
4. What is the main reason for eating cookies?
a) Price
b) Variety of flavors
c) Taste
d) Size
e) Others
5. How often do you consume cookies?
daily
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LEARNING - SENA
b) Weekly
c) Biweekly
d) Monthly
6. What is the brand you consume the most?
a) Oreos
b) Chokis
c) Festival
d) Wafer
e) Mooo
7. What flavor do you prefer your cookie?
a) Strawberry
b) chocolate
c) vanilla
d) orange
8. Where do you usually buy cookies?
a) Store
b) Supermarket
c) Bakery
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LEARNING - SENA
d) Specialized establishment
9. When would you be willing to pay for a package of cookies based on Boyacá fruits?
a) 200 – 300
b) 400 – 600
c) 700 – 800
d) 900 – 1200
10. What type of fruit would you like the Cookie to have?
a) Plum
b) Peach
c) Strawberry
d) Soursop
e) Lulo
f) Handle
g) Apple
h) Mora
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LEARNING - SENA
i) Gooseberry
10. Results of the analysis of the profile and consumption behavior of cookies based on
Boyacá fruits
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LEARNING - SENA
Figure 1.
Table 1.
Analysis : Based on the information collected, through the applied instrument it was evident that
81% of the learners on file 1133647 like cookies.
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LEARNING - SENA
Graph 2
Table 2
Analysis: With the data shown in this graph, we show that the learners consume wheat cookies
more frequently.
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LEARNING - SENA
Graph 3
Table 3
Analysis: 96% of those surveyed stated that they would be willing to consume cookies based on
Boyacá fruits.
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LEARNING - SENA
Graph 4
Table 4
Analysis: Something important to mention from the information collected in this table is that
54% of the learners in file 1133647 are motivated mainly to buy cookies for pleasure.
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LEARNING - SENA
Graph 5
Table 5
Analysis: With the data shown in this graph, together with the information in the table, we can
deduce that 54% of the trainees consume cookies weekly.
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LEARNING - SENA
Graph 6
Table 6
Analysis: According to the data, it is evident that 35% of the trainees prefer the chokis brand for
its flavor and 31% prefer it for its price and flavor.
50
LEARNING - SENA
Graph 7
Table 7
Analysis: 46% of learners prefer to buy cookies with chocolate flavor and only 12% with orange
flavor.
51
LEARNING - SENA
Graph 8
Table 8
Analysis : With the data shown in this graph, the majority of learners usually buy cookies in a
store since it is the easiest place to purchase them.

52
LEARNING - SENA
Graph 9
Table 9
Analysis : 46% of the apprentices on file 1133647 would be willing to pay between $700 and
$800 for a package of cookies based on Boyacá fruits.
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LEARNING - SENA
Graph 10
Table 10
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LEARNING - SENA
Analysis: According to the data, 31% of the trainees would like to purchase cookies based on
Boyaca fruits with a strawberry flavor, and it is also evident that they would buy this product
with a peach flavor 15% and a cape gooseberry 15%.
55

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NATIONAL SERVICE Competency: Plan marketing activities that respond to the

ANALYSIS OF THE PROFILE

SHEET 1133647 BETWEEN 16 AND 40 YEARS OLD

YESICA MIREYA BRAVO CASALLAS

LINA FERNANDA MARTÍNEZ BERRIO

DIANA LIZETH PINZÓN RODRÍGUEZ

INSTRUCTOR: ADRIANA RODRÍGUEZ

NATIONAL LEARNING SERVICE SENA

6.8 Types of consumer purchasing decisions.........................................................................................30

Table of contents graphics

Graph 1 Do you like cookies? (If your answer is yes, answer)

Graph 2 What type of cookie do you frequently consume?

Graph 4 What is the main reason for eating cookies?

Graph 5 How often do you consume cookies?

Graph 6 What is the brand you consume the most?

Chart 7 What flavor do you prefer your cookie?

Graph 8 Where do you usually buy cookies?

Table of contents tables

Table 1 Do you like cookies? (If your answer is yes, answer)

Table 2 What type of cookie do you frequently consume?

Table 4 What is the main reason for eating cookies?

Table 5 How often do you consume cookies?

Table 6 What is the brand you consume the most?

Table 7 What flavor do you prefer your cookie?

Table 8 Where do you usually buy cookies?

Keywords : Consumer of Cookies based on Boyacense fruits, Behavior.

Key words : Consumer of Fruit Crackers Boyacenses, Behavior.

of cookies, determining their needs, motivations, attitudes, perceptions and expectations.

serious and reasonable documentary investigation.

excellent product presentation and fair prices.

in the sector offer innovation and interesting flavor alternatives.

Noel. National tradition

Nestle. Innovation leader

and older adults.

fundamental nutrient in children's diets.

contribute to their Nutrition, Health and Well-being.

Cookie Jar. Quality and difference

high quality ingredients that guarantee a difference compared to industrially manufactured

Bauducco. Novelty and flavor

2.1 Problematic Situation

market research to verify its viability.

2.2 Problem Statement

1133647 between 16 and 40 years old from the City of Tunja?

3.1 General Objective

1133647 between 16 and 40 years old from the City of Tunja.

3.2 Specific Objective

• Establish the frequency of consumer purchases of cookies based on Boyacá fruits.

based on Boyacá fruits.

based on Boyacá fruits.

consumption behavior and the segment to which they are directed.

4.1 Collection Techniques:

fruits from the city of Tunja.

business management technologist, is a certain number.

processed with the Microsoft Office Excel 2010 program.

Consumer Profile and behavior.

cookies based on Boyaca fruits in the city of Tunja.

consumption of cookies based on Boyacá fruits.

6.1 Consumer Behavior

purchase certain products or brands. (Blackwell, 2002)

hope will satisfy their needs.”

will satisfy their needs.

Engel, James (1973).

6.2 Characteristics of consumer behavior