Estrategias de marketing con base en los perfiles y hábitos del consumidor de queso de la ciudad de Latacunga.

The objective of this research is to design marketing strategies for the cheese product based on the estimation of the profiles and consumer habits of Latacunga City; since the characteristics have been established according each type of consumer this will help identify new presentations, new products, the appropriate means of communication, as well as the promotions that can be carried out according to the demands of the consumer in order to increase the consumption of cheese and therefore the increase in sales. For these, the descriptive method was used with a quantitative approach, a stratified random sampling procedure was carried out, without replacement, considering adult men and women inhabitants as population of Latacunga City. A survey was used as a technique and a questionnaire was used as an instrument. The cluster technique was used to obtain homogeneous groups of consumers, which allowed to establish two profiles for each group of cheese consumers, given that certain characteristics of genre were analyzed, in which the marketing strategies were planned. In the end, sixteen macro strategies and fifty-six strategies developed around the four variables from the marketing mix were obtained: product, price, place, and promotion, which was done considering the profiles found according to the consumer groups denominated as: active young people concerned about their health, parents who take care of their families' diet, and adults interested in taking care of their own health.