Comportamiento del consumidor de quesos en la ciudad de Guayaquil.

Abstract

The consumption of cheese is a fundamental element in the diet of the inhabitants of the Tarqui parish in Guayaquil; This study explores consumption patterns, preferences, expectations and challenges related to the purchase of cheese, in order to provide a detailed profile of the contemporary consumer and current trends in the market. The objective of the study was to analyze the behavior of cheese consumers in the Tarqui parish, identifying their preferences, purchasing channels, factors that influence their decisions and the main challenges they face. The methodology combined quantitative and qualitative approaches, with surveys applied to 385 consumers and focus groups with four participants selected under specific criteria. The results revealed that 70.2% of men consume cheese daily, while 36.6% of women do so several times a week. 63.2% of consumers prefer to buy cheese in supermarkets, with a clear inclination for fresh cheeses such as mozzarella (52.5%). 65.3% of men consider price a determining factor in their purchasing decision, while 62.9% of women prioritize nutritional indicators. The most common challenges include lack of variety (73% of men) and high prices (60.7% of men). In conclusion, the study highlights the need for companies to adapt their marketing and distribution strategies to better meet consumer expectations, focusing on improving the shopping experience and guaranteeing the quality and freshness of products.