Influencia del marketing para el posicionamiento de los locales de comida a través de la experiencia del usuario (UX)

Abstract

This article proposes an analysis of the influence of marketing for the positioning of everyday food establishments consisting of soup, second course and drink through user experience (UX) in shopping centers in the northern sector of the city of Quito, however, those with the greatest traffic will be taken into account such as: Quicentro Norte, Iñaquito Shopping Center, El Bosque, El Condado Shopping Center, through a quantitative approach research focusing on the numerical measurement of the data collection of the proposed survey where aspects such as consumption preference, quality-price ratio, visual design, preference for digital tools, frequency of visits and the application of the use of data from primary and secondary sources were analyzed, using statistical data provided by Census Ecuador and information from similar studies that complemented the development of a theoretical framework supported by information that allows to determine relevant factors for understanding the influence of marketing on users who frequently visit food establishments in shopping centers, which are spaces where consumption is related to social interaction; User experience stands out in a competitive environment where the success of establishments depends on satisfactory experiences that allow the loyalty of their users and that they remain in a competitive environment. Factors such as good treatment, product quality, image or visual design and digital tools; emotional, functional and perceptual factors are a key part of the consumer decision.