Análisis del comportamiento de consumidor de restaurantes de comida tradicional en Guayaquil.

Abstract

The general objective of this research was to analyze consumer behavior regarding traditional cuisine restaurants in the city of Guayaquil in order to identify the factors influencing purchasing decisions, consumer preferences, and satisfaction levels. A mixed-methods approach was employed to collect both quantitative and qualitative data, allowing for an understanding of the phenomenon from the perspectives of both consumers and restaurant owners. Data collection instruments included a survey of 350 consumers, a focus group with frequent diners, and three semi-structured interviews with owners or managers of traditional cuisine restaurants. The largest age group was 18 to 25 years old (51.1 %), and there was a strong preference for coastal cuisine (90 %). Taste was the primary reason for choosing the product (77.4 %), followed by tradition, price, promotions, service, and ambiance. Social media influenced restaurant selection in 72.9 % of cases. In 83.5 % of instances, diners were satisfied with the establishment. Based on the focus group and interview results, it is concluded that consumers value flavor, quality, portion size, the price-quality ratio, and the service experience; while they appreciate the authenticity of traditional cuisine, they also expect efficient service, reasonable prices, satisfying experiences, and options that align with the current digital dynamics of the culinary market.