Factores que influyen en el comportamiento de compra de los usuarios de aplicaciones de delivery en la ciudad de Guayaquil.

Abstract

This project was carried out in order to analyze the factors that influence the purchasing behavior of users in Delivery applications in the city of Guayaquil, this objective being derived in other 4 specific objectives for each stage of the research. In the first stage, it was to base the theories that would be used in the investigation, 3 key theories were used, planned behavior, UTAUT and consumer satisfaction, these theories are the pillars on which the research project was based. In the second stage, quantitative origin research was carried out to publicize the purchasing behavior of consumers. This survey consisted of 25 questions, each one anchored to a variable of the theoretical framework. The third stage was interpreted the results obtained from the market research to obtain conclusions and provide recommendations. The results obtained are applicable mainly to the young public between 18 and 35 years of age in the city of Guayaquil. In stage 4, future lines of research were proposed and recommendations were presented based on market research data, specifically, 3 recommendations and 4 future lines of research were proposed.