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Predictores de la intención de compra de productos avícolas. El caso de la empresa Mac Pollo en la ciudad de Bogotá

dc.contributor.advisorCasadiego Alzate, Rodolfospa
dc.contributor.authorCasadiego Alzate, Rodolfospa
dc.contributor.authorHernández Rey, Jhon Wilsonspa
dc.date.accessioned2025-04-02T19:31:44Zspa
dc.date.available2025-04-02T19:31:44Z
dc.date.issued2024-01-31
dc.identifier.urihttp://hdl.handle.net/10823/7663
dc.description.abstractMac Pollo es la organización de mayor participación de mercado en Colombia en lo referente a la venta de productos avícolas y sus derivados. El autor propone un trabajo conceptual basado en la poca literatura encontrada referente a la intención de compra (IP) de este tipo de bienes y, para ello, pretende identificar los predictores que conlleven a una compra de alimentos efectiva. Se aplicó una encuesta en línea a partir de la cual se logró una muestra de 358 personas en la ciudad de Bogotá. El análisis de los datos se realizó a partir del método de Ecuaciones Estructurales con Estructuras en Varianza (PLS-SEM), haciendo uso del software R. Los resultados muestran que variables como la confianza, capacidad empresarial, posicionamiento, conciencia de consumo y salud resultan ser las más relevantes para el consumidor de este tipo de productos. Lo anterior, representando un importante insumo para todos aquellos bienes primaries.spa
dc.format.mimetypeapplication/pdfspa
dc.language.isospaspa
dc.titlePredictores de la intención de compra de productos avícolas. El caso de la empresa Mac Pollo en la ciudad de Bogotáspa
dc.typematerThesisspa
dc.type.localTesis/Trabajo de grado - Monografía - Maestríaspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.title.translatedPredictors of purchase intention for poultry products. The case of Mac Pollo in the city of Bogotáspa
dc.subject.proposalAnálisis factorialspa
dc.subject.proposalEcuaciones estructuralesspa
dc.subject.proposalIntención de compraspa
dc.subject.proposalProductos avícolas
dc.subject.lembGestión empresarialspa
dc.subject.lembMejora continuaspa
dc.subject.lembSector avícolaspa
dc.description.abstractenglishMac Pollo is the organization with the largest market share in Colombia in the sale of frozen poultry products and their derivatives. The author proposes a conceptual work based on the little literature found regarding the purchase intention (PI) of this type of goods and, for this purpose, aims to identify the predictors that lead to an effective food purchase. An online survey was applied to a sample of 358 people in the city of Bogota. The data analysis was carried out using the method of Structural Equations with Structures in Variance (PLS-SEM), using R software. The results show that variables such as trust, entrepreneurial capacity, positioning, consumer awareness and health are the most relevant for the consumer of this type of products. The above, representing an important input for all those primary goods.spa
dc.subject.keywordsFactor Analysisen
dc.subject.keywordsPoultry Productsen
dc.subject.keywordsPurchase Intentionen
dc.subject.keywordsStructural Equationsen
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dc.publisher.programMaestría en Gerencia Estratégica de Mercadeospa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cosspa
dc.type.redcolhttps://purl.org/redcol/resource_type/TM
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa


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