The Consumer and Their Purchasing Behavior: Case of Food Products Reported by the ARCSA in Ecuador

The present research identifies the preferences of consumers in Ecuador regarding food products reported by the Sanitary Regulation and Control Agency (ARCSA) during 2023 and 2024, focusing on how the quality evaluation of these products affects their purchasing decisions. Using a quantitative and descriptive methodology, surveys were carried out in a cross-sectional and non-experimental design to consumers in the Daule Canton-Ecuador. Stratified probability sampling was applied to capture data at a specific time, without manipulation of variables. The results reveal that 54% of respondents showed high concern about food safety following the ARCSA reports, with 60% of consumers changing their preferences towards products not mentioned in said reports. 43% of young and adult consumers adjusted their purchasing habits based on this information, and 70% reported food safety as a decisive factor in their purchasing decisions. These findings are essential for companies and regulators to better understand consumer concerns and adapt improvements to their offering. Kewywords: consumer behavior, food safety, purchasing preferences, food market, customer profile.