Percepción de los consumidores acerca del aseguramiento y calidad de alimentos en las distintas cadenas de supermercados del área metropolitana de la ciudad de Bucaramanga aplicando análisis multivariado

Abstract

The main objective of this research was to analyze the perception of consumers of food products in supermarkets located in the metropolitan area of the city of Bucaramanga using multivariate techniques such as factor analysis, cluster analysis, time series and association rules as a mining technique. data. The sample used was made up of 398 people, on whom variables such as: sex, age, socioeconomic status, marital status, educational level and frequency of visits to the supermarket were analyzed. The results were processed using Excel, SPSS V27, and WEKA. Reliability was 0.841 using Cronbach's alpha. Among the results, a relatively young sample could be found with purchasing responsibilities as the majority were committed people. The most relevant aspects perceived by an average buyer of food products are: safety and nutritional capacity, traceability, hygiene and packaging integrity among the main ones. The cluster analysis allowed us to identify two groups, one that values safety and nutritional capacity, sensory attraction and nutritional interest more, and another that values inspection and proper handling of the product with an average of 3 points. The time series used allowed us to establish average levels of perception for the study period considered in each dimension generated from the factors obtained in the factor analysis. The association rules found were oriented to factors such as: traceability, hygiene and inspection, and the physical appearance of the product, with all reliability greater than 0.9.