Impacto del comportamiento del consumidor en el posicionamiento de marca en Repostería Saludable

Brand Harrys    Martel-Fretell; Aldair Jorginho    Agustin-Hurtado; Emerson Junior    Polino-Puente; William Giovanni    Linares-Beraún; Juan Daniel    Toledo-Martínez

doi:10.47606/ACVEN/PH0430

Authors

Brand Harrys Martel-Fretell Universidad de Huánuco- Perú https://orcid.org/0009-0002-5369-9073
Aldair Jorginho Agustin-Hurtado Universidad de Huánuco- Perú https://orcid.org/0009-0008-5282-1341
Emerson Junior Polino-Puente Universidad de Huánuco- Perú https://orcid.org/0000-0003-2131-8547
William Giovanni Linares-Beraún Universidad de Huánuco- Perú https://orcid.org/0000-0002-4305-7758
Juan Daniel Toledo-Martínez Universidad de Huánuco- Perú https://orcid.org/0000-0003-2906-9469

DOI:

https://doi.org/10.47606/ACVEN/PH0430

Keywords:

Consumer behavior, Brand positioning, healthy baking, consumer preferences.

Abstract

Consumer behavior constitutes a determining factor in brand positioning, especially in emerging markets such as healthy bakery products. The objective of this study was to analyze the relationship between consumer behavior and brand positioning in this sector. The research was conducted under a quantitative approach, with a correlational scope and a non experimental design. The sample consisted of 90 consumers, to whom a structured questionnaire of 48 items distributed across eight dimensions was applied. The reliability of the instrument was assessed using the Cronbach alpha coefficient, obtaining a value of 0.982, which indicates high internal consistency. Statistical analysis, carried out using SPSS software, identified a positive and significant relationship between consumer behavior and brand positioning (r=0.779; p=0.001), indicating that favorable attitudes toward healthy foods are associated with higher levels of brand recall and preference. Likewise, a strong association was found between purchasing behavior and the decision making process (r=0.838; p=0.001), as well as between perceived benefit and brand image (r=0.645; p=0.001). In conclusion, the results confirm that both variables condition each other and that strengthening the factors associated with consumer behavior constitutes a key strategy to enhance brand positioning and competitiveness in the healthy bakery sector.

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