Factores que influyen en la decisión de compra del consumidor de una empresa en agronegocios – Perú

The main objective of the research was to determine the factors associated with the purchasing decision of consumers of an agribusiness company. In recent years, companies in the agricultural sector have faced constant challenges, especially situations of economic slowdown and social problems. For this reason, marketing specialists have the great challenge of investigating the complex and uncertain behavior of consumers in various scenarios when deciding to purchase a product and/or service, taking into consideration the needs of human beings, depending on the lifestyle, habits and beliefs of society. Applied quantitative research was carried out. A non-experimental, cross-sectional, multivariate correlational research design was used. Likewise, for the operationalization of the variable (factors), a survey was used with the following indicators: income, price, offers, family, status, reference groups, life cycle, sex, occupation, motivation and perception; considering three scales for the measurement: ratio, nominal and ordinal. For the operationalization of the variable (purchase decision), a survey was used with the following indicators: need inquiry, complexity of brand search, brand evaluation before purchase, post-purchase analysis, attitude and habitual purchases; considering the nominal scale for the measurement. The sample consisted of 143 clients of an agribusiness company, and the simple random probabilistic method was used for sampling. A questionnaire was used to collect the information and the instrument was validated by expert judgment; in addition, a pilot test was carried out with Cronbach's Alpha on the purchase decision variable with a result of 0.876, which allowed demonstrating the reliability of the instrument. For data analysis, frequency tables, statistical graphs, binary logistic regression, as well as the technical software Microsoft Excel and SPSS were used.It was concluded that the factors associated with the purchase decision of consumers of an agribusiness company in Peru are: economic, social and psychological factors; demonstrating that, for these types of consumers, the income they have, their environment, their state of mind and the reason for purchase, are the main determinants for resorting to that company. Additionally, the logistic regression model achieved 100% prediction for the purchase decision variable of consumers of an agribusiness company.