Motivadores e inhibidores de los millennials con independencia económica para la compra de alimentos saludables como frutos secos y semillas a través de medios en línea

Abstract

The purpose of this research is to know and describe the motivators and inhibitors of the economically independent millennials of socioeconomic levels 4, 5 and 6 of Medellin for the purchase of food such as nuts and seeds through online media -- The methodology used to obtain the results of this research was of an exploratory - descriptive nature -- An analysis of sources was carried out, two group sessions each with seven participants and 358 online surveys were applied -- The results indicated that for the economically independent millennials the main motivators for the consumption of foods such as nuts and seeds are: the health care associated with the prevention of diseases related to bad eating habits, complement the sport and maintaining weight, while the main inhibitors they are the taste, access and the price compared to traditional snacks -- This research also revealed that economically independent millennials are willing to buy healthy foods, specifically nuts and seeds through online media, motivated mainly by two aspects related to lifestyle: the possibility of buying at any time and from any place and the possibility of saving time and displacements, the fear for the quality of the products represents the main inhibitor related to the purchase of fruits and seeds through online media