Análisis de la influencia cultural y social sobre el comportamiento de los consumidores de autoservicios en la Ciudad de Quito Sector Norte

Abstract

This academic article seeks to analyze how cultural and social factors affect the behavior of self-service supermarket consumers in recognized supermarkets located in the northern sector of the city of Quito, Calderón parish, in the year 2024. The cultural and social influence in this context refers to the impact that the beliefs and traditions of a specific culture have on the behavior of individuals or consumers who are part of that culture or society. The most relevant cultural and social aspects in this article are derived from consumption traditions, social stratification, and family groups as influences on consumers located in the northern sector of the city of Quito, Calderón parish, regarding self service supermarkets in the year 2024. These traditions, social stratification, and groups are reflected in the customs that people have regarding their consumption habits in products and services that are ingrained in the culture of a community. Consumer behavior is reflected by the actions and decisions consumers make when purchasing products or using services. This behavior is influenced by various factors, the most important to analyze in this research work being demographic data related to age, gender, income, and occupation; psychographic data referring to their consumption motivation such as family groups and traditions; additionally, behavioral data regarding the traditions that consumers have in interacting with self-service channels will be analyzed. The methodology to be used in this academic study will be descriptive and field-based, using quantitative and qualitative research techniques to collect data on purchasing preferences and consumption habits guided by the cultural and social factors of self-service supermarket consumers in the northern sector of the city of Quito, Calderón parish, in the year 2024.