Examinando por Materia "Dietary habits"

Mostrando 1 - 1 de 1
  • No hay miniatura disponible
    Ítem
    Motivadores de compra de los segmentos de clientes de la marca Savvy
    (Universidad EAFIT, 2024) Zambrano Pacheco, Liliana María; Mejía Gil, María Claudia; Sepúlveda Cardona, Edwin Andrés
    This research aims to explore the authenticity of purchase motivators within the current customer segmentation of the Savvy brand. The segments identified by the brand, categorized as enthusiasts, seekers, and urgent buyers, reflect groups with diverse challenges and different motivations that drive them to choose Savvy as their preferred option for nutritional products. To address this issue, the research focused on identifying the psychographic aspects of Savvy's current customers, analyzing the primary drivers influencing their purchasing decisions, and examining the influence of social impact and dietary habits on consumption decisions as well as the perceived well-being of these customers. The methodological approach included reviewing and evaluating relevant academic sources to establish a conceptual theoretical framework for purchase motivators. Subsequently, a qualitative study was conducted through surveys directed at customers, using a questionnaire designed to cover the categories defined by the research objectives. Finally, the collected information was analyzed. The findings of this study revealed that for Savvy's product consumers, there are key motivators identified through questions focused on purchasing habits related to health and wellness products. These insights allow for a deeper understanding of the brand's different segments and provide a solid foundation for future marketing strategies aimed at optimizing customer segmentation and communication efforts.