Estrategias de marketing para establecimientos móviles de comidas rápidas en la ciudad de Guayaquil.

Abstract

The objective of this research was to design marketing strategies for mobile fast food establishments in the city of Guayaquil, for which a research methodology with a mixed approach was applied; that is, qualitative and quantitative. As a result, a theoretical review of consumer behavior and the purchase decision process was obtained. The data collection showed that millennials are the consumers who most visit this type of food and beverage sites, qualifying service attention, product appearance and price as the most valued factors. On the other hand, the products with the highest demand were sausages; daddy chicken; burgers; chuzos; drinks and tacos. Given that most consumers do not locate their favorite cart on the Internet, a real case was taken to apply the most appropriate marketing strategies to position them on the Internet. When analyzing the current market situation regarding the acceptance of the products sold in mobile fast food establishments, it was shown that, although they generally do not have large advertising investments, today they have an ally that is Google Maps, because here It is where owners can add information about the business or service to make it easier for consumers to find options, as well as other digital strategies.