Motivadores de compra de suplementos deportivos en entrenadores de gimnasios en la ciudad de Pereira

Abstract

The most important factor that led 20th century society to change their eating habits and make them healthy was the recognition of obesity as a precursor of diseases that cause the greatest number of premature deaths in the world, for this reason a large part of society started a change in nutrition and how often they exercised. Currently, the Sports Supplementation industry is growing every day and seeks to provide, through these products, help that allows its consumers adequate nutrition. Therefore, it was pertinent to identify those motivators for the purchase of sports supplements by gym trainers in the city of Pereira, since these professionals are a key piece based on the consumer experience.

The methodology that was applied was qualitative exploratory research, through a semi-structured interview as a collection tool, which allowed finding implicit information behind the motivators and needs that define the purchase decision, some of these motivators were the increase of muscle mass and achieve the process or objectives outlined, in terms of needs, it was found to meet the nutritional requirements to feel good during training, avoid fatigue and prevent injuries; There was also evidence of the functionality of the supplements and physical aesthetics, as well as the importance of the credibility of the brand in decision-making.