Análisis de la percepción del consumidor sobre las marcas de vino de origen en la ciudad de Guayaquil.

Abstract

The objective of this project is to analyze the different consumer behavior profiles correlated with wine brands of origin in Guayaquil, in order to understand how various factors such as quality, price, origin, and brand influence purchasing decisions. This study seeks to identify and analyze the various key elements that affect wine purchasing behavior in this specific market, as well as to explore how these factors interact with each other. Using a mixed methodology that includes surveys and direct observations, the study aims to provide a detailed overview of the perceptions, attitudes, and preferences of Guayaquil consumers towards different wine brands. In addition, the analysis aims to offer future lines of research that will allow for a deeper understanding of this market segment and improve the marketing strategies of Ecuadorian brands.