Análisis del comportamiento de compra de alimentos premium para mascotas en Guayaquil.

Abstract

The research focused on premium pet food purchases in Guayaquil and on the role of pet humanization in that process. We received 400 questionnaires and retained 307 that satisfied the analysis criteria. Participants aged 22 to 29 accounted for 58.96% of valid cases. The most commonly reported purchase schedules were fortnightly and monthly. When participants identified their usual shopping channel, 56.03% chose supermarkets and 30.29% specialized retailers. Rotation of the matrix separated the criteria into two sets with different content. Price, nutritional composition, previous experience, veterinary advice, and brand reputation appeared together. Pet health and integration into family life formed the other set. During the interviews, specialists emphasized the need for advice when buyers sought clarification about product formulation or nutritional value. This finding suggests comparing brand publications with the explanations delivered at the point of sale.