Análisis del perfil del consumidor de marcas de productos veganos a base de proteína vegetal en Guayaquil.

Abstract

This research, entitled "Analysis of the Consumer Profile of Vegan Product Brands Based on Plant Protein in Guayaquil," aims to understand all aspects related to the profile of people who consume vegan products based on plant protein, specifically those from brands available in the Ecuadorian market, particularly in the city of Guayaquil. A mixed methodology was used, employing a survey of 111 members of the Guayaquil Vegan Network, using a questionnaire with 14 open-ended questions using a Likert scale, and interviews with experts, using both structured and open-ended questions. The results were analyzed using available technological tools, leading to the development of conclusions and recommendations. Among the main findings, it is noteworthy that the majority of the surveyed population consisted of young women with a high level of education and financial independence. Additionally, the adult population's interest in vegan diets is based on maintaining an ideal weight and a healthy diet for the prevention or management of existing diseases. Both groups considered well-known and emerging brands, with diverse presentation formats, prioritizing the nutritional content, quality, and price of the products at the time of purchase. This provides insight into the profile of consumers of vegan products based on plant protein.