Factors that determine the behavior of cake consumers - Peru

Abstract

Consumer behavior is a behavior that is demonstrated and focused on people's interest in acquiring, using and analyzing the products and/or services they need to meet their needs. The objective of the research was to determine the factors that determine the consumer behavior of cakes in the city of San José, 2022. The research was applied, with a non-experimental and cross-sectional design since it was carried out in a certain period of time. It had a quantitative approach of multivariate correlational level. The consumer behavior variable used the survey and the instrument to be used was the questionnaire. The measurement scale was ordinal. The independent variables were related to the following factors: cultural, social, personal and psychological; which used the survey and the instrument to be used was the questionnaire. The measurement scale was nominal. The estimated population of the district of San José, according to INEI (2020), is 12,718. We worked with a sample of 165 inhabitants and used a probabilistic sample, in the simple random mode. For data collection, a survey was used through a form that was carried out in a sequential and organized manner. Cronbach's alpha was used to calculate the reliability coefficient of the data collection instrument, then the pilot test was conducted on 21 residents of the city of San José in the current year 2022. For the dependent variable of consumer behavior, Cronbach's alpha obtained a value of 0.97, demonstrating that the questionnaire, as an instrument used, has a high level of reliability. Likewise, binary logistic regression was used as a method of analysis. It was concluded that social factors, marital status, highlighting single, married and cohabitant; personal factors, age, highlighting young people and adults; and psychological factors, mood, highlighting happy and hungry, and the reason for purchase, highlighting the quality of service, are the factors that determine the behavior of cake consumers in the city of San José, 2022.