Análisis del comportamiento del consumidor de comida asiática en el Distrito Metropolitano de Quito. Sector Cumbayá

Abstract

The main purpose of this study is to examine the behavior of Asian food consumers within the Cumbayá area, belonging to the Metropolitan District of Quito. Through a quantitative point of view, a planned questionnaire was executed on a chosen sample of 377 individuals, this allowed finding the preferences, consumption habits and elements that have an influence on the decision to eat foods of this type. Asian food has significantly modified the region, it has positioned itself as an attractive culinary proposition, due to its diversity, flavor and presentation. The conclusions showed that the individuals who eat the most are elderly people between 26 and 45 years old who have university studies, who prefer foods of Japanese and Chinese origin, and usually take them into account to eat them in physical places or by home order. Factors such as aroma, quality, price and presentation have a significant effect on the purchase decision, and social networks and suggestions play an important role in the perception and spread of the product. This analysis offers interesting data for those who have business ideas in the area of food and want to understand their target audience in Cumbayá. It is understood that a strategy based on market segregation, a particular value proposition and a correct virtual presence can help promote the position that Asian food has in the area.