COMPENSATORY AND NON COMPENSATORY FACTORS WHICH INFLUENCE THE BUYING DECISION OF CULINARY PRODUCTS, CONCENTRATED SOUP CATEGORY, IN CONSUMERS FROM BARRANQUILLA

The aim of this research was to identify the main compensatory and non-compensatory factors influencing thepurchase of concentrated broth in consumers of the city of Barranquilla. This research compiles the data obtainedthrough 300 interviews applied to consumers of concentrated broth, who do their shopping in 41 supermarkets and8.000 general stores distributed along the city.The study demonstrated that brand and the flavor are the most important factors in buying concentrated broth.Additionally, customers usually buy the product that they previously have chosen, remaining loyal to their favoritebrand. This corroborates that non-compensatory factors such as memory, experience and tradition are determinantwhen choosing a product.