Resumen

The continuous development of the local and world economy in all sectors of the market has led companies to be increasingly focused on the customer and to meet their needs in the most accurate and close way possible, to reach this it is essential to investigate and to know deeply what consumers want and how they behave, this will lead to understand how customers want to be served and what are the services and products that as companies offer to satisfy them. The purpose of this work was to create a consumer profile of Panaderias Morata in Ibagué for the year 2019, in order to get to know the customer and their needs deeply, their behavior when buying and choosing both the products and the services offered, as well as knowing what their motivations are when choosing Morata or not, it also seeks to identify the tastes and preferences of buying these, having the ability to meet the consumer can configure segmentation strategies. To meet these objectives, a conclusive quantitative investigation with a transversal descriptive design was developed, the survey was used as an instrument for data collection, and a non-probabilistic discretionary sampling type was used, the subjects of the sample were men and women over 18 years of age who were clients of the Panaderias Morata located in the Cádiz neighborhood in the city of Ibagué in 2019.