Análisis del comportamiento del consumidor frente a las estrategias digitales implementadas por los restaurantes de comida rápida en Guayaquil.

Abstract

Digital media have an increasing impact on commerce, therefore, the development of digital marketing strategies by companies is an important factor for their growth. This research analyzes consumer behavior in relation to digital strategies implemented by fast food restaurants in Guayaquil, a purchase category whose supply and demand has increased, to learn how digital marketing influences the growth of e-commerce, what factors affect customer behavior and thus identify which strategies have greater acceptance. A quantitative and qualitative study was conducted and from the results the consumer profile was obtained. According to the previous theoretical research and the data subsequently analyzed, it can be said that the digital strategies of fast-food restaurants have greater acceptance, and consumers feel more and more related to the brands, which represents a growth opportunity for companies.