Análisis de las motivaciones de consumo de la generación Z de la ciudad de Guayaquil para la adquisición de alimentos y bebidas según el mecanismo de compra. Estudio de caso Heladería Nice Lab.

Abstract

This research aims to analyze the main motivations that drive the purchase of food and beverages through Delivery Apps of the generation Z from the city of Guayaquil in the case study Heladería Nice Lab. The work was done in one of the branches of the establishment located in the CC. Aventura Plaza. These motivations were determined based on the travel motivation factors of the Crompton model, which were adapted for research. The results were obtained through the research tools used, surveys and interviews. In addition, the consumer profile of this generation was developed, which will serve as a guide for the owners of food and beverage establishments.