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Analysis of Consumer Behavior Around Supermarkets in Pichincha

In: Management, Tourism, and Smart Technologies, Vol 2

Author

Listed:
  • Alexandra Carolina Reinoso Sulca

    (Universidad Tecnológica Israel, Department Business Administration)

  • Wilson German Nieto Aguilar

    (Universidad Tecnológica Israel, Department Business Administration)

Abstract

Self-service users choose one or the other alternative of preference based on several determining factors. In this sense, this study focuses on analyzing the purchasing habits of consumers in supermarkets in the province of Pichincha to identify how opening hours, ease of parking, different payment alternatives and discounts affect consumption dynamics. For this purpose, the research was aligned with a quantitative methodology of descriptive scope, through which a survey was applied to a sample made up of 1497 people from 18 years of age onwards, with a margin of error of ± 2533% and a margin of confidence of 95%. After the results, it is revealed that the price of the products affects 29.33% in the purchase intention, while 36.81% stress that they recommend a certain supermarket based on the quality of the products, for 20.51% customer service and attention is important and, finally, it was evident that Corporación Favorita is the most attractive chain, as 21.8% buy from Megamaxi and 15.6% point to Supermaxi.

Suggested Citation

  • Alexandra Carolina Reinoso Sulca & Wilson German Nieto Aguilar, 2026. "Analysis of Consumer Behavior Around Supermarkets in Pichincha," Springer Proceedings in Business and Economics, in: Pedro Miguel Gaspar & José Machado & João Paulo Ramos Teixeira & José Avelino Moreira Victor & Carlo (ed.), Management, Tourism, and Smart Technologies, Vol 2, chapter 22, pages 269-277, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-24600-4_22
    DOI: 10.1007/978-3-032-24600-4_22
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