Mercadeo

Permanent URI for this collectionhttp://172.16.0.136/handle/123456789/29

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Browsing Mercadeo by Subject "647.95 G463p"

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    Sostenibilidad y experiencia gastronómica: un estudio de los consumidores en la zona G de Bogotá
    Castañeda González, Yanny Kadeidy; Hennessey Hernández, Karen Mayerli; Carrillo Urueña, Laura Carolina; Villamil Vanegas, Raul Andres
    Sustainable gastronomy is a growing trend that arises from the need to address the environmental and social challenges facing the contemporary world. This research project focuses on consumers’ perception of sustainability in their gastronomic experience in Bogotá’s Zona G, with the aim of understanding consumers’ attitudes, opinions, preferences and habits in relation to sustainable gastronomy. For this, it was necessary to employ a qualitative, exploratory, non-experimental, qualitative research methodology. Through the review of literature from secondary sources and structured surveys, it was possible to place the research in the current academic context, in order to understand the results obtained and the reasons for the behaviour of the gastronomic consumer in zone G of Bogotá. In addition, to know the perceptions that influence the choice of sustainable gastronomic experiences. Under the convenience sampling technique, the sample was selected, which allowed the survey to be applied to a variety of key participants within the sector, contributing to the quality of the sample obtained. The findings obtained from 54 surveys provide valuable information for the sector and the actors involved, contributing to the advancement of knowledge on gastronomic sustainability and the perceptions, attitudes and values that influence consumer behaviour in the choice of sustainable gastronomic experiences.