Análisis del comportamiento de compra de bebidas azucaradas procesadas en padres de familia con hijos en etapa escolar, del sector norte de la ciudad de Guayaquil.

Abstract

According to the World Health Organization (WHO), there is a high consumption of processed sugary drinks in many parts of the world. In Ecuador, 81.5% of people consume this type of beverages. International organizations such as WHO and PAHO (Pan American Health Organization) warn that excessive consumption is a risk factor for diabetes, overweight and obesity. These organizations assert that, if governments tax products such as sugar-sweetened beverages, health spending would be reduced and tax revenues that could be invested in health services would increase. The present study pursues the objective of identifying the profile of parents with children from 5 to 12 years old, who consume processed sugary drinks. Parents are the main shapers of their children's consumption habits and these habits, according to studies, are patterns that would be maintained until adulthood. Through an inductive and analytical research methodology, the factors and other influencers of the purchasing process were defined. Using a mixed investigative approach (quantitative and qualitative), tools such as surveys, focus group and in-depth interview were used, which managed to directly evidence the level of influence that the pronouncement of the official health agencies has had on the figures of overweight and childhood diabetes in Ecuador, as well as the new regulations imposed by the government, on the consumption habits of the target group.