Analysis of the relationship between advertising and the purchasing behavior of nutritional in Ibarra consumers
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Published:
May 27, 2025
Keywords:
Advertising, purchasing behavior, nutritional bars, consumer decision, health marketing
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Abstract
Introduction: Advertising plays a fundamental role in the purchase decision, particularly in health-focused products such as nutrition bars. Objectives: The purpose of this research was to examine the relationship between advertising and the purchasing behavior of nutrition bars in consumers in the city of Ibarra, recognizing the advertising factors that affect the selection of the product. Methodology: A quantitative method was used, implementing a structured survey with a Likert scale. Statistical methods such as Spearman's correlation, multiple linear regression and Cronbach's alpha coefficient were used to analyze the data, with the aim of establishing the graduation between the variables, their ability to predict and the reliability of the instrument. Results: The results revealed a relevant evaluation between the sharpness of the advertising message and the impact on acquisition (ρ = 0.45). The regression model revealed that the variability in the purchase decision is 42% (R2 = 0.42), with the most relevant predictive factors being the clarity of the message, promotion, and relevance. In addition, the instrument used showed a high internal consistency (α = 0.88). It follows that sharp, meaningful advertising focused on nutritional advantages has a direct impact on the consumer's purchase choice. Conclusions: These findings provide valuable evidence for the creation of more effective advertising campaigns and for the development of public policies focused on promoting conscious and healthy consumption. General area of study: Marketing. Specific area of study: Purchasing Behavior. Type of study: Original article.
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Castro Pizanán, D. K., & Delgado Rodríguez, C. A. (2025). Analysis of the relationship between advertising and the purchasing behavior of nutritional in Ibarra consumers. Visionario Digital, 9(2), 63-78. https://doi.org/10.33262/visionariodigital.v9i2.3397
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References
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Yim, M., Kim, Y. K., & Lee, J. (2020). How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention. International Journal of Advertising, 40(5), 810–834. https://doi.org/10.1080/02650487.2020.1801014
Zambrano, M., Verduga, C., Mera, M., & Muñóz, J. (2023). Estudio de mercado para la comercialización de barras nutricionales con la inclusión de maní (Arachis hypogaea) y conserva de pechiche (Vitex cymosa). Revista Latinoamericana de Ciencias Sociales y Humanidades, 4(3), 41-54. https://doi.org/10.56712/latam.v4i3.1059
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers’ buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology. 12, 803348. https://doi.org/10.3389/fpsyg.2021.803348
Benítez Rodríguez, A. S. (2024). Estudio de mercado sobre el comportamiento de compra de los productos con ecoetiquetas en los supermercados de la ciudad de Ibarra provincia de Imbabura [Tesis de pregrado, Universidad Técnica del Norte, Ibarra, Ecuador]. https://repositorio.utn.edu.ec/bitstream/123456789/16573/6/02%20LME%20043%20TRABAJO%20DE%20GRADO.pdf
Creswell, J. W. (2022). Research design. qualitative, quantitative, and mixed methods approach. SAGE Publications Ltd. https://www.ucg.ac.me/skladiste/blog_609332/objava_105202/fajlovi/Creswell.pdf
Dompey, P. E., Li, S., & Baidoo, F. (2024). The influence of media advertisements on consumer buying behavior: the pragmatic view. International Journal of Science and Research Archive, 13(2), 1958-1970. https://doi.org/10.30574/ijsra.2024.13.2.2261
Elhoushy, S., & Lanzini, P. (2020). Factors affecting sustainable consumer behavior in the MENA region: a systematic review. Journal of International Consumer Marketing, 33(3), 156-279. https://www.tandfonline.com/doi/full/10.1080/08961530.2020.1781735
Fernández Collado, C., & Baptista Lucio, P. (2015). Metodología de la Investigación. McGraw-Hill Education. https://www.esup.edu.pe/wp-content/uploads/2020/12/2.%20Hernandez,%20Fernandez%20y%20Baptista-Metodolog%C3%ADa%20Investigacion%20Cientifica%206ta%20ed.pdf
Guiné, R. P. F., Florença, S. G., Barroca, M. J., & Anjos, O. (2020). The link between the consumer and innovations in food product development. Food, 9(9), 1317. https://doi.org/10.3390/foods9091317
Hernández, G. O. (2020). An approach to the different types of no probabilistic sampling. Revista Cubana de Medicina General Integral, 37(3), 1-3. https://www.medigraphic.com/cgi-bin/new/resumenI.cgi?IDARTICULO=110056
Hernández-Sampieri, R. & Mendoza Torres, C. P. (2018). Metodología de la investigación: las rutas cuantitativa, cualitativa y mixta. McGraw-Hill. http://www.biblioteca.cij.gob.mx/archivos/materiales_de_consulta/drogas_de_abuso/articulos/sampierilasrutas.pdf
Instituto Nacional de Estadísticas y Censos [INEC]. (2021). Encuesta Nacional de Salud y Nutrición. ESANUT. https://www.ecuadorencifras.gob.ec/documentos/web-inec/Estadisticas_Sociales/ENSANUT/ENSANUT_2018/Principales%20resultados%20ENSANUT_2018.pdf
Jemal, M. K., & Melese, K. B. (2025). The impact of advertising on consumers’ buying behavior: the case of Safaricom Ethiopia, Addis Ababa, Ethiopia. Cogent Social Sciences, 11(1), 2454355. https://www.tandfonline.com/doi/full/10.1080/23311886.2025.2454355
Jordán Vaca, J. E., Ballesteros López, L. G., Guerrero Velástegui, C. E., & Pérez Naranjo, C. E. (2018). Determinants in consumer behavior influence advertising management decisions in the commercial sector of the province of Tungurahua. Dominio de las Ciencias. 4(4), 98-113. https://dialnet.unirioja.es/servlet/articulo?codigo=6657249
Kerr, G., & Richards, J. (2021). Redefining advertising in research and practice. International Journal of Advertising, 40(2), 175–198. https://doi.org/10.1080/02650487.2020.1769407
Kotler, P., & Keller Lane, K. (2012). Dirección de marketing. Pearson Publishing. https://www.montartuempresa.com/wp-content/uploads/2016/01/direccion-de-marketing-14edi-kotler1.pdf
Kosicka-Gębski, M., K., Jezewska-Zychowicz, M., Gębski, J., Sajdakowska, M., Niewiadomska, K., & Nicewicz, R. (2022). Consumer motives for choosing fruit and cereal bars: differences due to consumer lifestyles, product attitudes, and expectations. Nutrients, 14(13), 2710. https://doi.org/10.3390/nu14132710
Liñán, J., Arroyo, P., & Carrete, L. (2019). Conceptualizing healthy food: how consumer’s values influence the perceived healthiness of a food product. Journal of Food and Nutrition Research, 7(9), 679-687. https://pubs.sciepub.com/jfnr/7/9/10/index.html
Manterola, C., Hernández-Leal, M. J., Otzen, T., Espinosa, M. E., & Grande, L. (2023). Cross section studies. research design to consider in morphological sciences. International Journal of Morphology, 41(1), 146-155. https://www.scielo.cl/scielo.php?pid=S0717-95022023000100146&script=sci_abstract&tlng=en
Maria del Mar Ríos, M. M., Cabral Pino, T. E., & Villalba Chamorro, A. A. (2024). Comportamiento del consumidor millennials de productos y servicios gastronómicos en la ciudad de Pilar. Ciencia Latina Revista Científica Multidisciplinar, 8(5), 6815-6833. https://doi.org/10.37811/cl_rcm.v8i5.14099
Medina, M., Rojas, R., Bustamante, W., Loaiza, R., Martel, C., & Castillo, R. (2023). Metodología de la investigación: Técnicas e instrumentos de investigación. Instituto Universitario de Innovación Ciencia y Tecnología Inudi Perú. https://doi.org/10.35622/inudi.b.080
Negm, E. M., & Ghazal, A. (2022). Commercial organizations’ use of social marketing (advertising) to foster sustainable relations with consumers through the COVID-19 era. American Journal of Industrial and Business Management, 12(9), 1419-1438. https://www.scirp.org/journal/paperinformation?paperid=120276
Pedreschi Caballero, R. J., & Nieto Lara, O. M. (2020). Influencia de la publicidad en el comportamiento de compra de los estudiantes de mercadeo de la extensión Universitaria de Aguadulce. Revista Científica Guacamaya, 5(1). https://portal.amelica.org/ameli/journal/212/2121146005/
Pérez-Pedraza, B. de los A., Álvarez-Bermúdez, J., & Carreón-Marrufo, M. (2023). Consumo de alimentos y la publicidad alimentaria: contrastes en niños escolarizados. Cultura, Education y Sociedad, 14(1), 111–124. https://revistascientificas.cuc.edu.co/culturaeducacionysociedad/article/view/3894
Prada, J. J., & Chacón-Arciniegas, J. (2023). Market segmentation to understand the acceptance and consumption of energy bars in the city of Ocaña [Tesis de pregrado, Universidad Francisco de Paula Santander Ocaña, Ocaña, Colombia]. https://www.researchgate.net/publication/376133486_Segmentacion_del_mercado_para_conocer_la_aceptacion_y_consumo_de_barras_energeticas_en_la_ciudad_de_Ocana
Pushkar, M., & Singh Rajput, A. (2023). Examine the impact of advertising media on the consumer purchasing behavior of FMCG Products. World Journal of Advanced Research and Reviews, 18(3), 1402-1415. http://dx.doi.org/10.30574/wjarr.2023.18.3.1220
Revelo Ron, O. (2017). El Comportamiento del consumidor ecuatoriano desde la perspectiva psicológica [Tesis de pregrado, Pontificia Universidad Católica del Ecuador, Manabí, Ecuador]. https://repositorio.puce.edu.ec/server/api/core/bitstreams/fb84c7e5-d88e-468d-81a2-2711b21430e2/content
Rodrígues de Andrade, F. M. (2023). El cuestionario en una investigación cualitativa: reflexiones teórico-metodológicas. Revista Pesquisa Qualitativa, 11(26), 28-49. https://www.researchgate.net/publication/368919618
Salvador-Oliván, J., Marco-Cuenca, G., & Arquero-Avilés, R. (2021). Evaluación de la investigación con encuestas en artículos publicados en revistas del área de Biblioteconomía y Documentación. Revista Española de Documentación Científica, 44(2), 25. https://redc.revistas.csic.es/index.php/redc/article/download/1322/2086
Sánchez Tróchez, D. X., Potes, L. B., Ortega, G., & Fernández, J. P. (2022). Mercados saludables y su contribución a la transformación organizacional. Revista de Ciencias Sociales, XXVIII(4), 180-192. https://www.redalyc.org/journal/280/28073811011/
Santos, S., & Martins Gonçalves, H. (2021). The consumer decision-making process: a literature review of fundamental models and theories and a future perspective. Technological Forecasting and Social Change, 173, 121117. https://www.sciencedirect.com/science/article/abs/pii/S0040162521005503?via%3Dihub
Villalba Ávila, D. A. (2023). The evolution of marketing overtime: from marketing 1.0 to marketing 5.0. Revista de Análisis y Difusión de Perspectivas Educativas y Empresariales, 3(5), 63-68. https://doi.org/10.56216/radee012023jun.a06
Were, S. O. (2023). An Engel–Kollat–Blackwell model application on restaurant clientele purchases decision-making processes in commercial eateries in Kakamega County, Kenya. Research in Hospitality Management, 13(3), 153-159. https://doi.org/10.1080/22243534.2024.2322220
Yim, M., Kim, Y. K., & Lee, J. (2020). How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention. International Journal of Advertising, 40(5), 810–834. https://doi.org/10.1080/02650487.2020.1801014
Zambrano, M., Verduga, C., Mera, M., & Muñóz, J. (2023). Estudio de mercado para la comercialización de barras nutricionales con la inclusión de maní (Arachis hypogaea) y conserva de pechiche (Vitex cymosa). Revista Latinoamericana de Ciencias Sociales y Humanidades, 4(3), 41-54. https://doi.org/10.56712/latam.v4i3.1059
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers’ buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology. 12, 803348. https://doi.org/10.3389/fpsyg.2021.803348