Incidencia de la ética de la marca en el comportamiento del consumidor guayaquileño del sector alimentos y bebidas durante la pandemia Covid -19.

Abstract

The objective of this work is to establish the effects of brand ethics on the behavior of the Guayaquil consumer in the food and beverage sector during the Covid-19 pandemic. The existence of correlation between the brand ethics variables which represents the actions carried out by companies in the face of social problems and the consumer behavior variable that is composed of three sub-variables such as: loyalty, satisfaction and voice to voice, was determined. A data collection instrument validated by Escobar and Gómez 2020 with items measured on a five-point Likert scale was used to a sample of 384 consumers from Guayaquil’s city to collect information on the perception of these consumers in relation to the brands of their preference and the social actions they took in the face of the covid-19 pandemic. According to the results of this study there is a significant relationship between the brand ethics and consumer behaviour variables. In addition, based on the results, it was possible to justify the proposal of this research work, the development of an informative guide aimed at the formation of ethical marks. This work serves as a reference and opening for future research that follows a similar approach to the research work presented.