Influencing factors in consumer preferences in Guayaquil: brand, experience, price and quality

This article is part of the Research Program “Business innovation in global competitive scenarios” and the results contribute to the project titled “Practical manual for the implementation of service and process improvement methodologies, quality models and tools.” It responds to the need to analyze, based on consumer theory, the most determining factors that define the purchase intention of customers in the city of Guayaquil and peripheral areas, such as: the experience of use or consumption of the product, custom or tradition, quality, and price. In addition, the degree of understanding that consumers have about quality seals such as ISO 9001:2018, the NTE INEN certification, as well as the MUCHO MER ECUADOR quality endorsement was considered. The research is descriptive, cross-sectional, assisted by a survey. The results are shown as the preferences given by consumers in the city of Guayaquil and peripheral areas, to the main parameters or criteria that agree with the existing theories of consumer behavior, referenced in this study.