Aplicaciones digitales de delivery: Incidencia en el consumo de comidas rápidas durante el primer semestre del año 2020 en Guayaquil

Abstract

The speed with which the virus spread in the country and the sanitary restriction measures implied great challenges for the country's economy; An IPSOS study revealed that consumers, after overcoming the effects of Covid-19, will be less impulsive and will opt for thrifty alternatives. This research seeks to make public the incidence of digital delivery applications in the consumption of fast foods during the first half of 2020, in order that businesses that plan to use delivery applications can take advantage of tools for developing promotional strategies and targeting more cautious consumers in their purchase process. Through the survey, the opinions of 384 economically active people, men and women with ages from 16 years and older, residents in Guayaquil and with an affinity to acquire fast food through delivery applications, were considered. As well as the opinions of four administrators of establishments that met the aforementioned characteristics. The current research found that mobility restrictions and changes in the state of mind as a consequence of confinement due to the pandemic, influenced the consumption patterns of highly processed foods, and led to an increase in the flow of purchase-sale transactions through these platforms in relation to other years, for consumers as well as for sellers.