Análisis del comportamiento de los consumidores de endulzantes en el sector de Guamaní de la ciudad de Quito, durante el periodo 2021 a 2023

Abstract

During the period of time between 2021 and 2023, detailed investigations were carried out on how sweetener consumers behave in the Guamaní sector, located in the city of Quito. These studies revealed notable purchasing patterns and preferences that are significant for understanding the market. The most consumed types of sweeteners were identified by analyzing the data provided by the Todo al Costo Supermarket, and applying a structured survey to a representative sample of the local population. Likewise, the frequency of purchasing these sweeteners and the reasons that drive consumers to choose them were examined. 373 surveys were carried out as a sample, considering a total population of 13,111 inhabitants, with a confidence level of 95% and a margin of error of 05%. The data obtained revealed that sucrose from sugar cane continues to be the m ost consumed, taking into account that the age range studied is 35 years or more, but at the same time the results showed that more and more people prefer to use sweeteners. that are natural and with fewer calories, this change is motivated by an increase in concern about maintaining good health and well-being. In addition to all the previous considerations, elements such as the cost of the product, its accessibility in the market and the opinions of loved ones or social circle had a n extrem ely important impact when deciding what to purchase, thus the present study offers a comprehensive vision of the sweeteners market in the Guamaní sector, shedding light on consumer trends and identifying potential opportunities for retailers and manufacturers within the industry