Análisis de la percepción de las marcas del sector de delivery de alimentación en la ciudad de Guayaquil, periodo 2022.

Abstract

This research addresses consumer perception of food delivery brands in Guayaquil during the 2022 period. Through a descriptive approach, various aspects were analyzed, from the reputation and trust of the brands to the quality of service and user experience. Data collection was conducted through structured surveys, providing a broad view of consumer preferences and expectations in the context of food delivery services. The results revealed that reputation, trust, and recognition are crucial elements in the choice of delivery brands, emphasizing the importance of building and maintaining a positive image. Furthermore, the relevance of consistency and transparency was highlighted, suggesting that clear and consistent communication is essential to gaining consumer trust. Regarding determining factors when choosing a delivery service, delivery speed, food quality, and user experience were identified as key aspects. These findings provide brands with valuable insights into consumer priorities and indicate specific areas for improvement and differentiation in the market. Customer care emerged as a critical area for the consumer experience, emphasizing the importance of quick responses and effective solutions. Food delivery brands in Guayaquil are given specific recommendations to enhance their strategies, from building reputation to constant innovation and improvement in customer care. This research offers a comprehensive view of consumer perception in the food delivery sector in Guayaquil, supported by statistical data. The conclusions and recommendations derived from this study provide practical guidance for brands seeking to strengthen their competitive position and meet the changing expectations of consumers in the dynamic food delivery services market.