Análisis del comportamiento de compra en restaurantes de comida rápida durante crisis sanitaria en la ciudad de Guayaquil.

Abstract

The objective of this research work was to analyze the buying behavior in fast food restaurants during the health crisis in the city of Guayaquil. A survey of 384 people was applied to obtain information on consumer behavior and satisfaction. Additionally, three interviews were conducted with restaurant owners to learn more about their experiences and strategies in the business. The results of the present work indicate that it was known that before the pandemic there was a greater frequency of visiting fast food restaurants and that after it, consumer behavior changed to home orders. The results of the interview suggest that the use of social networks, promotions and the use of home delivery applications were essential to face the health crisis in Guayaquil. Finally, the main factors that affect purchases are: at home are: the surcharge for delivery, delivery time and customer references.