Impacto del confinamiento por COVID 19 en el comportamiento de consumo de embutidos en la ciudad de Machala.

Abstract

The world is facing a serious health crisis due to the COVID-19 pandemic, a new virus that originated in China and spread worldwide, including Ecuador, impacting people's health. This situation has led to significant changes in the way consumers make decisions. The objective is to analyze how the COVID-19 lockdown has influenced the consumption behavior of processed meat and meat products among the residents of Machala city. Method: To understand the decision-making process, information from secondary sources was used, and an exploratory and descriptive methodology was applied. Qualitative and quantitative tools were used to collect information from a sample of 384 individuals, selected from the total population of 261,422 inhabitants of Machala city, segmented by age groups. The results revealed that the factors influencing consumers' food behavior vary according to gender and age range. External aspects such as the sense of survival and uncertainty generated by the crisis were found to be most significant. Moreover, it was found that family had the most influential role in the purchase decision-making process. Recommendations and conclusions: Understanding consumer behavior during a crisis is crucial for establishing effective strategies that help companies react to adversities and remain competitive in the market.