El grado de perfil innovador en la intención de compra de alimentos envasados nuevos en el mercado.

• Autores: Siu Fu, Rafaella Denisse, Tamashiro Kobashikawa, Danica
• Formato: tesis de grado
• Fecha de Publicación: 2021
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/16484
• Enlace del recurso: https://hdl.handle.net/20.500.12724/16484
• Nivel de acceso: acceso abierto
• Materia: Comportamiento del consumidor; Alimentos; Consumer behavior; Food; https://purl.org/pe-repo/ocde/ford#5.02.04

Innovation is the key to success in organizations, even though, the introduction of new products is a complex practice regardless of the market where it is sold (Bjorn et al., 2015, p. 252). Between 80-85% of products fail (The Nielsen Company, 2018, p. 3). Despite the studies, the researchers cannot specify an assertive theoretical framework (Al-Jundi et al., 2019, p. 3). The main reason why there is still no effective theoretical basis to predict the purchase intention of innovations is because of the complexity of the consumer and because it varies by industry. Therefore, the objective is to analyze the impact of the degree of the innovative profile on the purchase intention of new packaged food in housewives in Zone 7 of Metropolitan Lima. So that a group of consumers is specified in a respective industry. A high degree of innovative profile in the prospectus was considered to have a positive impact on the purchase intention of new packaged foods on the market. A quantitative research of non-experimental design was applied to a sample composed by 90 housewives between 25 and 65 years old, male or female, residing in Zone 7 of Metropolitan Lima, belonging to socioeconomic level A and B and makes household purchases in hypermarkets or supermarkets (APEIM, 2016). Hence, it is known that a high degree of innovative profile in the prospectus has a positive impact on the intention to buy new packaged foods on the market. In the same way, it was confirmed that a high perceived value and the high influence of reference groups in the prospectus has a positive impact on the intention to buy new packaged foods in the market.