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Identificación de factores relevantes del marketing mix y comportamiento del consumidor en la decisión de compra de alimento canino super premium en la ciudad de Neiva

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dc.contributor.advisorVega Moreno, Alejandro
dc.contributor.authorArevalo Escobar, Arlex Manuel
dc.contributor.authorCuello Mendoza, Maria Laura
dc.date.accessioned2025-10-14T21:41:18Z
dc.date.issued2025-10
dc.description.abstractEl crecimiento acelerado del mercado de productos para la alimentación de los caninos en Colombia y la ciudad de Neiva, refleja cambios significativos en la oferta de estos productos, lo que permite a las empresas explorar nuevos mercados e identificar factores relevantes que tienen en cuenta los usuarios al momento de la compra con el fin de mejorar su ventaja competitividad y proyección de mercado. Por ello, el área de mercadeo y ventas de AGROCOSUR Neiva busca, a través de esta investigación, identificar los factores que influyen en la decisión de los propietarios de mascotas al elegir concentrado super premium, así como comprender el proceso mediante el cual deciden compra. Para ello, se utilizará una metodología cualitativa, empleando un muestreo no probabilístico por conveniencia y observación no participativa asistida por tecnología.
dc.description.abstractenglishThe accelerated growth of the canine food market in Colombia and the city of Neiva reflects significant changes in the supply of these products, allowing companies to explore new markets and identify relevant factors that consumers consider when purchasing, in order to improve their competitive advantage and market projection. Therefore, the Marketing and Sales department at AGROCOSUR Neiva seeks, through this study, to identify the factors that influence pet owners’ decisions when choosing super-premium pet food, as well as to understand the process by which they select purchasing locations. To this end, a qualitative methodology will be used, employing non-probability convenience sampling and technology-assisted nonparticipant observation.
dc.identifier.urihttps://hdl.handle.net/20.500.12495/17960
dc.language.isoes
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dc.rightsAttribution-NoDerivatives 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by-nd/4.0/
dc.subjectComportamiento
dc.subjectConcentrado canino
dc.subjectNeiva
dc.subjectMarketing Mix
dc.subjectMascotas
dc.subject.keywordsBehavior
dc.subject.keywordsPet food
dc.subject.keywordsNeiva
dc.subject.keywordsMarketing Mix
dc.subject.keywordsPets
dc.titleIdentificación de factores relevantes del marketing mix y comportamiento del consumidor en la decisión de compra de alimento canino super premium en la ciudad de Neiva
dc.title.translatedIdentification of relevant marketing mix factors and consumer behavior in the purchase decision for super-premium dog food in the city of Neiva

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