Análisis del comportamiento del consumidor de cadenas estadounidenses de comida rápida en la ciudad de Guayaquil.

Abstract

This research focuses on understanding how consumers in Guayaquil behave with regard to American fast-food chains, paying particular attention to their purchasing motivations, frequency of consumption, and health-related perceptions. A mixed-methods approach was used, combining consumer surveys with interviews of industry experts. This allowed for a more comprehensive understanding of the phenomenon analyzed. Furthermore, the results show that the consumption of this type of food is strongly linked to fast-paced lifestyles, lack of time, and the search for convenience—factors that explain the preference for established brands like KFC and McDonald’s in the local market. Differences are also evident according to age, as younger consumers consume these foods more frequently, while older segments show a growing concern for physical well-being, although without completely abandoning these habits. On the other hand, the importance of the hybrid consumption model is highlighted, in which the use of delivery apps and the influence of social media such as Instagram and TikTok play a key role in the purchasing decision. In conclusion, the study indicates that, in a highly competitive environment, fast-food chains must adapt by incorporating healthier options and strengthening their digital loyalty strategies, thus responding to an increasingly informed, connected, and environmentally conscious consumer.