Influencia de las estrategias de marketing en los hábitos de consumo de bebidas energéticas en jóvenes de Tegucigalpa
Loading...
Date
2025-12-17
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
La presente investigación se realiza con el fin de conocer los hábitos de consumo y la percepción de los jóvenes de Tegucigalpa respecto a las bebidas energéticas, así como las estrategias de marketing implementadas por las empresas proveedoras, incluyendo campañas publicitarias, promociones y presencia en redes sociales como herramientas para influir en la decisión de compra. El diseño de la investigación se basó en un enfoque mixto, combinando métodos cualitativos y cuantitativos, con un enfoque descriptivo y diseño transversal. Las herramientas de investigación utilizadas fueron encuestas aplicadas a jóvenes con perfil de consumidor de bebidas energéticas, y como segunda herramienta se desarrollaron entrevistas a profundidad dirigidas a responsables de marketing y ventas de las principales empresas proveedoras de estas bebidas en Tegucigalpa. Los resultados de esta investigación fueron analizados con la finalidad de conocer el comportamiento de consumo, nivel de satisfacción, participación de mercado y las principales estrategias de marketing utilizadas por las empresas proveedoras.
This research is carried out in order to know the consumption habits and perception of young people in Tegucigalpa regarding energy drinks, as well as the marketing strategies implemented by supplier companies, including advertising campaigns, promotions and presence on social networks as tools to influence the purchasing decision. The research design was based on a mixed approach, combining qualitative and quantitative methods, with a descriptive approach and cross-sectional design. The research tools used were surveys applied to young people with a consumer profile of energy drinks, and as a second tool, in-depth interviews were developed aimed at marketing and sales managers of the main companies supplying these drinks in Tegucigalpa. The results of this research were analyzed in order to know the consumer behavior, level of satisfaction, market share and the main marketing strategies used by the supplier companies.
This research is carried out in order to know the consumption habits and perception of young people in Tegucigalpa regarding energy drinks, as well as the marketing strategies implemented by supplier companies, including advertising campaigns, promotions and presence on social networks as tools to influence the purchasing decision. The research design was based on a mixed approach, combining qualitative and quantitative methods, with a descriptive approach and cross-sectional design. The research tools used were surveys applied to young people with a consumer profile of energy drinks, and as a second tool, in-depth interviews were developed aimed at marketing and sales managers of the main companies supplying these drinks in Tegucigalpa. The results of this research were analyzed in order to know the consumer behavior, level of satisfaction, market share and the main marketing strategies used by the supplier companies.
Keywords
Estrategias de Marketing, Bebidas Energéticas, Hábitos de Consumo