Estudio del comportamiento de elección de servicios para mascotas en la ciudad de Machala.

Abstract

The present study analyzes the behavior of choosing pet services in the City of Machala, identifying the key factors that shape their decision-making. It starts by addressing the growing demand for specialized pet care and the need to understand what drives people to prefer one provider over another. The main goal is to analyze consumer behavior in this sector, while the specific objectives include the theoretical foundation, the identification of the most demanded services, the analysis of the factors that influence the choice and the characterization of the consumer profile. To carry this out, the study uses a mix of quantitative and qualitative methods. Surveys were conducted with pet owners in Machala to obtain data on their preferences and consumption habits, in addition to interviews with sector specialists, including veterinarians, pet stylists and marketing experts. The findings reveal that service quality is the top priority for consumers, followed closely by personalized attention and trust in the provider. Flexible hours and convenient location also play a big role in decision-making. Interestingly, while price does matter, it's not the most important factor. In addition, a highly receptivity towards digitalization is observed, although there is still a part of the market that prefers traditional methods. Based on these results, a proposal is designed based on a loyalty and personalization model for pet services, which integrates strategies such as memberships and rewards, digitalization of appointments and consultations, quality certifications, digital marketing and optimization of accessibility.