Análisis del comportamiento del consumidor digital en el mercado de productos refrigerados : caso La Chilenita en Guayaquil.

Abstract

This study was conducted with the aim of analyzing digital consumer behavior in the frozen food market in the city of Guayaquil, focusing on the La Chilenita brand. The starting point was that this brand needs to understand its digital consumers in order to design a social media communication strategy that connects with them and thus generates a strong, committed, and loyal community around the product. In view of this, various theoretical foundations related to digital consumers were addressed, as well as models that explain this purchasing behavior, such as the Customer Decision Journey, EKB, AIDA, and See-Think-Do-Care, as well as aspects of segmentation and metrics used for digital analysis. Therefore, to understand consumer behavior patterns and diagnose their habits, a descriptive quantitative study was conducted on a sample of 151 potential customers using a digital survey. The results showed that the public does indeed expect more innovation and dynamism from the brand. This is because the content they most want to see is promotions, new product launches, and recipes, reinforcing the idea that consumers value practicality, affordability, and usefulness in their daily lives and expect the brand to provide this. Thus, an action plan was proposed to improve La Chilenita's digital presence in Guayaquil, based on a multi-channel strategy across platforms such as WhatsApp Business, Instagram, and TikTok.