Comportamiento del consumidor en los delicatesen de las principales embutidoras de la ciudad de Cuenca.

Abstract

The main objective of this project is: to analyze consumer behavior in the delicatessen of the main stuffers of the city of Cuenca, through a mixed research, to define a post-pandemic "type" consumer, and demonstrate if this variable generated changes in habit in their purchase process. The bases of the theoretical framework are: behavioral economics and external and internal consumer factors. Qualitative research collects relevant data through nonparticipant observation at points of sale, while quantitative research allows an analysis of data raised by a questionnaire of 21 questions. The consumer profile according to the findings corresponds to: women married to a family where two people live, some have up to four people in their homes. Their age range is 31 to 40 years mainly, with monthly incomes between 401 and 633 dollars; and others with a range of between 1100 to 1332 dollars. Their level of education is university, although some have an average level of education. Generally they are people who prefer to make purchases in supermarkets and delicatessen in the city, they also do it in the market, they do not buy through social networks or order at home. Their average expenditure on meat is above 41 dollars and on seafood they can reach up to 20 dollars. In conclusion, the consumer always prefers to see the product he is buying, even if he does not know what he is choosing, for this reason advice is essential in this line of business.