Journal of Business and entrepreneurial
April - June Vol. 8 - 2 - 2024
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e-ISSN: 2576-0971
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Influencing factors in consumer preferences in
Guayaquil: brand, experience, price and quality
Factores influyentes en las preferencias de consumidores
en Guayaquil: marca, experiencia, precio y calidad
Daniel Humberto Mosquera Molina
*
David Hidalgo Delgado
*
ABSTRACT
This article is part of the Research Program “Business
innovation in global competitive scenarios” and the
results contribute to the project titled “Practical
manual for the implementation of service and process
improvement methodologies, quality models and
tools.” It responds to the need to analyze, based on
consumer theory, the most determining factors that
define the purchase intention of customers in the city
of Guayaquil and peripheral areas, such as: the
experience of use or consumption of the product,
custom or tradition, quality, and price. In addition, the
degree of understanding that consumers have about
quality seals such as ISO 9001:2018, the NTE INEN
certification, as well as the MUCHO MER ECUADOR
quality endorsement was considered. The research is
descriptive, cross-sectional, assisted by a survey. The
results are shown as the preferences given by
consumers in the city of Guayaquil and peripheral
areas, to the main parameters or criteria that agree
with the existing theories of consumer behavior,
referenced in this study.
Keywords: Consumer behavior, preferences,
quality seals,.
* Msc. Tecnológico Universitario Espíritu Santo, Guayaquil - Ecuador
https://orcid.org/0000-0003-4648-2116, dhmosquera2@tes.edu.ec
* Msc. Tecnológico Universitario Espíritu Santo, Guayaquil - Ecuador
https://orcid.org/0000-0001-6871-2184, dhidalgo@tes.edu.ec
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RESUMEN
El presente artículo forma parte del Programa de
Investigación “Innovación empresarial en escenarios
competitivos globales” y los resultados tributan al
proyecto titulado “Manual práctico para la
implementación de metodologías de mejora de
servicios y procesos, modelos y herramientas de
calidad”. Responde a la necesidad de analizar en base
a la teoría del consumidor, los factores más
determinantes que definen la intención de compra de
los clientes en la ciudad de Guayaquil y zonas
periféricas, como: la experiencia de uso o consumo del
producto, la costumbre o tradición, la calidad, y el
precio. Además, se consideró el grado de
comprensión que los consumidores tienen sobre los
sellos de calidad tales como ISO 9001:2018, la
certificación NTE INEN, así como el aval de calidad
MUCHO MEJOR ECUADOR. La investigación es de
tipo descriptivo de corte transversal, auxiliada de
encuesta. Se muestran como resultados las
preferencias que le dan los consumidores en la ciudad
de la ciudad de Guayaquil y zonas periféricas, a los
principales parámetros o criterios que acorde a las
teorías existentes del comportamiento del
consumidor, referenciadas en este estudio.
Palabras clave: Comportamiento del consumidor,
preferencias, sellos de calidad, calidad.
INTRODUCTION
The purpose of this article is to conduct a study regarding the valuation of factors that
according to consumer theories such as the brand, the experience of use or
consumption of the product, custom or tradition, quality, and price, which affect the
preferences of customers of products and services in the city of Guayaquil and peripheral
areas, complement the framework of the research the study the degree of understanding
that consumers have about quality seals such as ISO 9001:2018, the NTE INEN
certification, as well as the quality endorsement MUCHO MEJOR ECUADOR.
The generation of wealth by large companies, entrepreneurs, and even informal trade,
depends exclusively on the ability of these actors to provide their customers with
products or services that meet their needs. In a market as globalized and competitive as
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the one we are currently witnessing, it is essential to reach the customer with value
propositions that stand out from the wide range of options offered by the market.
It is in this sense that we will measure the relevance of the study, since through it we
will provide information that will allow the different actors of the economic activity to
establish macro profiles of the consumers of products and services in the city of
Guayaquil and peripheral areas, considering demographic characteristics of the
population, being this the basis for the development of commercial strategies, as well as
the deployment of complementary studies focused on understanding more the aspects
that this first study will reveal.
The vast majority of research works regarding this topic, have been conducted consider
studies focused on a type of product or service specifically, there are analyses of
consumer behavior of margarines, (Torres Palacios, 2017), studies of behavior in the
purchase of home care products, (Díaz Pazmiño, 2015), analysis of automotive
preferences, (Sevilla Constante, 2023), and even consumer preferences in the period of
pandemic (Papanicolau Denegri, J. N. 2022); therefore, the proposal of this research will
allow establishing a holistic view of the general preferences that determine consumer
preferences, thus allowing in some cases to complement, compare and contrast existing
studies.
Considering the previously mentioned aspects, the main problem of this research is to
determine the level of relevance that customers of products and services in the city of
Guayaquil and outlying areas currently give to criteria such as brand, experience of use
or consumption of the product, custom or tradition, quality, and price, when making a
purchase, as well as to determine the level of recognition that the ISO 9001:2018 quality
seals, the NTE INEN certification, as well as the MUCHO MEJOR ECUADOR quality
guarantee, have for these customers.
In the study of consumer behavior (Orellana 2022), compiles and presents the main
theories of consumer behavior, taking as reference Marshall, Vevien, Maslow, Pavlov,
Thorndike and Skinner, a theoretical framework is established that covers various
perspectives of the factors that determine the behavior and conduct of the consumer,
arriving to establish determining conclusions regarding the importance of understanding
the consumer's buying attitude, and the impact that it generates to the factors of
production of an economy.
This so-called cornerstone, as consumer behavior is labeled (Orellana 2022), highlights
the importance of identifying and clearly knowing the criteria that affect consumers'
purchasing decisions, which depend on a variety of currents that may vary from the
social, psychological, emotional, or economic field of the buyer.
On the other hand, from the field of production we can understand the importance of
understanding consumer preferences as a basis for maximizing the utility of production
processes, and especially the utility for the consumer, since if production is based on
consumer preferences, it will successfully achieve the full satisfaction of needs, which is
absolutely in line with the concept of quality proposed by the ISO STANDARD, which
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specifies that "The quality of an organization's products and services is determined by
the ability to satisfy customers, and by the intended and unintended impact on relevant
stakeholders" (ISO International Organization for Standardization, 2015).
The conceptual framework of this research will be complemented by what is exposed
by (Osorio & Leriche, 2011), who in their study make a tour of the main consumer
theories, which are summarized below:
- Marshall's economic theory, focused on customer behavior, emphasizes that purchase
decisions are based on the utility perceived by the consumer. Marshall emphasized the
importance of understanding consumers' preferences and needs, as well as the influence
of factors such as price and availability of goods on their purchasing behavior (Marshall,
1890).
- Maslow's hierarchy of needs theory holds that people have a series of needs that they
seek to satisfy in a hierarchical order. From basic needs to self-actualization needs, these
influence customer behavior, as their purchasing decisions are guided by the satisfaction
of their needs at each level of the hierarchy (Boxx, 2013).
- Pavlov's Behavioral Learning Theory, also known as classical conditioning, holds that
behaviors can be learned and conditioned through the association of stimuli and
responses. In the context of customer behavior, this implies that purchase responses
and preferences can be influenced by external stimuli, such as marketing and previous
consumption experiences, which create associations and trigger specific responses in
consumers (Harre, 1993).
Based on the previously exposed theories that allow establishing a deeper understanding
of the factors that affect consumer behavior, the proposed study presents an assessment
of the main criteria that group the different aspects that influence the consumer, being
those selected for this study the brand or reputation, the experience of use or
consumption of the product, the custom or tradition, the expected quality, and the price
of the product or service.
MATERIALS AND METHODS
The research method used for this study was based on a cross-sectional descriptive
approach (Creswell & Creswell, 2018), for the development of the same a survey was
applied to a representative sample of the population of the city of Guayaquil and
peripheral areas, being this the object of study of the research.
The research is considered descriptive because through the statistical process (Lind,
Marchal, & Wathen, 2012), information is collected from the sample, organized,
tabulated, analyzed and presented without any type of experimentation or manipulation
that affects the information collected. Likewise, it is considered a transversal research
since the opinion of the sample is being analyzed at a specific point in time, April 2023,
obtaining a description of the current situation of the study.
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The method selected for the study will allow establishing patterns, trends and/or
relationships between variables of consumer preferences, which will become a solid basis
for subsequent more specific or experimental research.
For the development of this research, a non-probabilistic convenience sampling was
considered (Lind, Marchal, & Wathen, 2012), taking as population all the inhabitants of
the city of Guayaquil, which according to the latest projections raised by INEC is close
to a total of 2,723,665 people, of which the economically active population is estimated
to be 1,260,987 people.
Considering this target population, the surveys were carried out during the month of
June 2023, achieving a total of 400 participations, which represents a sample, with a
confidence level of 95% and a margin of error of 5%.
Sample (n)= (k^2.p .q .N)/([e^2.(N-1)]+ k^2.p .q)
Population (N) = 1,260,987.00
Confidence level (k) = 2 (equivalent to 95%)
Sampling error (e) 5%.
Probability that it possesses (p) = 50%
Probability that it does not have (p) = 50%.
Sample (n) = 399
For the development of this study we proceeded to develop a quantitative, non-
experimental, descriptive research (Cruz del Castillo, Olivares Orozco, & González
García, 2014), for which a survey of objective questions was elaborated as a tool to
collect information, made up of three sections, which are detailed below:
Section: Demographic Information.- In this section questions were posed to know the
demographic characteristics of the sample, evaluating aspects such as, gender, age, sector
of residence, and income level.
Section: Consumer preferences: In this section, questions were asked to evaluate the
five criteria selected for this study, in accordance with the theories of consumer
behavior previously discussed, these factors being the following:
• Quality of the product or service
• Tradition or habit of using a product or service.
• Price
• Experience with the product
• Brand
The questions in this section were closed, with multiple options based on a Likert scale
and ordinal scales that allowed quantifying the opinion of the sample with respect to the
criteria evaluated.
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Section: Quality seals: In this last section, questions were asked to determine the level
of understanding, knowledge or popularity of the main quality seals used in the
Ecuadorian market, and the following quality seals were selected for the study:
• ISO 9001 seal.
• INEN Quality Seal.
• Mucho Mejor Ecuador seal.
The questions in this section allowed the study participants to determine whether they
"knew the meaning of the seal", "had seen it, but did not know the seal", or "had never
seen it".
Through this research tool, the study was carried out to determine the level of
affectation of the mentioned factors on the preferences of the clients of products and
services in the city of Guayaquil and peripheral areas, and also to know the level of
understanding that they have about the quality seals.
RESULTS
The information obtained in the study has been processed through the use of descriptive
statistical tools such as distribution tables, Pareto, contingency tables, graphs, as well as
bivariate analysis of variables and attributes. Based on these results, the comparative
analysis presented below has been developed:
Of the four demographic variables of the study were, sex, age, sector of residence, and
income level, the following results stand out:
Table 1. Age.
Edad
Cantidad
Valor %
Igual o menor de 18 años
23
6%
De 19 a 24 años
134
34%
De 25 a 30 años
81
20%
De 31 a 35 años
52
13%
De 36 a 40 años
59
15%
De 41 a 45 años
39
10%
De 46 a 50 años
6
2%
De 51 a 55 años
1
0%
De 56 a 60 años
2
1%
Mayor a 60 años
3
1%
Total general
400
100%
Source: Authors' elaboration
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Table 2. Residential Sector
Sector Residence Quantity Value % Value
Sector
Residence
Quantity
Value %
Value
Sector
Residence
Quantity
Value %
Value
Centro
15
4%
Centro sur
10
3%
Daule (Villa Club - Villa del Rey -
Sectores Cercanos)
21
5%
Durán
20
5%
Norte
213
53%
Otros
32
8%
Puntilla (Puntilla - Ciudad Celeste)
1
0%
Sur (Referencia: Hospital IESS al
Puerto)
52
13%
Sur Oeste
36
9%
Total general
400
100%
Source: Authors' elaboration
The most relevant demographic aspects are the fact that 34% of the participants of the
study are between 19 and 24 years old, followed by 20% of people between 25 and 30
years old, in general 82% of the respondents are between 19 and 40 years old, the other
relevant aspect is that 53% of the participants of the study live in the northern sector of
the city.
Consumer preferences
The results obtained with respect to the criteria that determine consumer priorities
when deciding to make a purchase indicate that the factors evaluated have the following
level of priority:
1. Quality of the product or service
2. Price
3. Experience with the product
4. Brand
5. Tradition or habit of using a product or service
The following table shows the results obtained, in which 76% of respondents considered
the quality of a product or service to be "Absolutely relevant", the second most relevant
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criterion was price with 54%. On the other hand, at the lower end of the table, only
43% of people consider the brand as an "Absolutely relevant" factor when making a
purchase.
Table 3. Consumer preferences
Preferencias del
consumidor
valoradas*
Nivel de valoración
Irreleva
nte
Poco
releva
nte
Algo
releva
nte
Moderadam
ente
relevante
Muy
releva
nte
Absolutam
ente
relevante
Calidad
0%
1%
0%
6%
18%
76%
Tradición o
costumbre
3%
3%
9%
27%
29%
29%
Precio
0%
1%
3%
15%
28%
54%
Conocer
previamente
1%
1%
4%
12%
32%
50%
Marca
2%
3%
6%
22%
25%
43%
* Percentage results represent a horizontal analysis of the preference criteria.
In order to obtain more relevant information on the subject of the study, an analysis was
carried out considering consumer preferences, in a comparative way to their age, income
level, gender and sector of residence, the most outstanding results obtained from the
analysis are presented below:
Table 4. Age range
RANGO DE
EDAD*
Nivel de valoración - Criterio Calidad
Irreleva
nte
Poco
releva
nte
Algo
releva
nte
Moderadam
ente
relevante
Muy
releva
nte
Absolutam
ente
relevante
Igual o menor de
18 años
0%
0%
0%
4%
17%
78%
De 19 a 24 años
0%
0%
0%
6%
22%
72%
De 25 a 30 años
0%
0%
0%
4%
14%
83%
De 31 a 35 años
0%
0%
0%
8%
17%
75%
De 36 a 40 años
0%
2%
0%
10%
24%
64%
De 41 a 45 años
0%
3%
0%
3%
10%
85%
De 46 a 50 años
0%
0%
0%
17%
17%
67%
De 51 a 55 años
0%
0%
0%
0%
0%
100%
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De 56 a 60 años
0%
0%
0%
0%
0%
100%
Mayor a 60 años
0%
0%
0%
0%
0%
100%
* Percentage results represent a horizontal analysis of the preference criteria.
Table 5. Criteria Brand
EDAD*
Nivel de valoración – Criterio Marca
Irrelevante
Poco
relevant
e
Algo
releva
nte
Moderada
mente
relevante
Muy
releva
nte
Absolutam
ente
relevante
Igual o menor
de 18 años
0%
4%
0%
26%
17%
52%
De 19 a 24
años
1%
4%
7%
25%
25%
40%
De 25 a 30
años
2%
2%
4%
19%
28%
44%
De 31 a 35
años
4%
4%
8%
21%
23%
40%
De 36 a 40
años
2%
0%
7%
24%
15%
53%
De 41 a 45
años
5%
0%
8%
21%
31%
36%
De 46 a 50
años
0%
0%
0%
17%
50%
33%
De 51 a 55
años
0%
0%
0%
0%
0%
100%
De 56 a 60
años
0%
0%
0%
0%
50%
50%
Mayor a 60
años
33%
0%
0%
0%
33%
33%
* Percentage results represent a horizontal analysis of the preference criteria.
Relevant aspects in relation to the age variable:
• 100% of people over 50 years of age consider quality to be an absolutely relevant
factor when purchasing.
• Only 36% of people between 41 and 50 years of age consider brand to be an
absolutely relevant aspect when making a purchase, brand being the least
important factor for the total number of respondents.
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Table 5. Income level
NIVEL DE
INGRESO*
Nivel de valoración – Criterio: Calidad
Irreleva
nte
Poco
releva
nte
Algo
releva
nte
Moderadam
ente
relevante
Muy
releva
nte
Absolutam
ente
relevante
Hasta 750 USD
0%
0%
0%
6%
16%
78%
De 751 a 1200
USD
0%
3%
0%
4%
23%
71%
De 1200 a 1700
USD
0%
0%
0%
0%
8%
92%
De 1700 a 2200
USD
0%
0%
0%
15%
23%
62%
Más de 2200 USD
0%
0%
0%
25%
38%
38%
* Percentage results represent a horizontal analysis of the preference criteria.
Relevant aspects in relation to the income level variable:
• Of people with a monthly income of less than 750 USD, 78% are of the opinion
that quality is the most relevant aspect when making a purchase. Of those with
an income of more than 2200 USD, only 38% believe that quality is the most
relevant aspect when making a purchase.
Table 6. Sex
SEXO*
Nivel de valoración - Calidad
Irreleva
nte
Poco
releva
nte
Algo
releva
nte
Moderada
mente
relevante
Muy
releva
nte
Absoluta
mente
relevante
Femenino
0%
0%
0%
5%
16%
79%
Masculino
0%
1%
0%
8%
19%
72%
Prefiero no
decirlo
0%
0%
0%
0%
100%
0%
* Percentage results represent a horizontal analysis of the preference criterion.
Relevant aspects in relation to the gender variable:
• For both men and women, quality is the most relevant aspect when making a
purchase, of which 79% of women and 72% of men those who consider quality
to be absolutely relevant when making a purchase.
Quality seals
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To conclude the research, the level of knowledge that people have regarding the three
quality seals selected for this study was consulted: ISO 9001 Seal, INEN Quality Seal,
Mucho Mejor Ecuador Seal.
Table 7. Knowledge level
Nivel de conocimiento*
Sello de calidad
Sello ISO
9001
Sello de Calidad
INEN
Sello Mucho Mejor
Ecuador
Nunca lo he visto
10%
12%
0%
Lo he visto; pero no sé qué
significa
27%
25%
12%
Sé lo que significa el sello
63%
64%
88%
Total:
100%
100%
100%
* The percentage results represent a vertical analysis, independent for each quality seal
in relation to the sample.
The study determined that the Mucho Mejor Ecuador quality seal has the highest
recognition with 88% identification, followed by the INEN quality seal with 64% and
finally the ISO 9001 seal with 63%.
Considering these results, contingency tables were used to evaluate the impact of the
quality seal on the importance people give to the quality of the products or services they
prefer to consume, with the following results:
Table 7. Knowledge of quality seal
ISO 9001* QUALITY SEAL
Conocimiento sello
de calidad
ISO 9001*
Nivel de valoración: Criterio Calidad
Irrelev
ante
Poco
releva
nte
Algo
releva
nte
Moderada
mente
relevante
Muy
releva
nte
Absoluta
mente
relevante
Lo he visto; pero no sé
qué significa
0%
0%
0%
1%
6%
21%
Nunca lo he visto
0%
0%
0%
1%
2%
8%
Sé lo que significa el
sello
0%
1%
0%
5%
11%
47%
* The percentage sum of the values in the table equals 100% of the sample (400 people).
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Table 8. Knowledge quality seal
INEN
Conocimiento sello
de calidad
INEN*
Nivel de valoración: Criterio Calidad
Irrelev
ante
Poco
releva
nte
Algo
releva
nte
Moderada
mente
relevante
Muy
releva
nte
Absoluta
mente
relevante
Lo he visto; pero no sé
qué significa
0%
0%
0%
1%
4%
20%
Nunca lo he visto
0%
0%
0%
1%
4%
8%
Sé lo que significa el
sello
0%
1%
0%
4%
11%
48%
* The percentage sum of the values in the table equals 100% of the sample (400 people).
The results of the contingency tables allow us to determine that the higher the level of
knowledge of a quality seal, the greater the relevance that the quality of a product or
service will have on a consumer's purchase intention.
Among the most important results, it should be mentioned that the study allows
establishing a profile of customer preferences in the city of Guayaquil and outlying areas,
in relation to the criteria according to consumer theories, with the first place of
importance going to quality, followed by price and the experience of having previously
used a product, with the last two places of importance going to the brand and tradition
or custom.
Ninety-seven percent of the population evaluated in the study is between 18 and 45
years of age, which means that for this generation there is a dissociation between the
concepts of "Brand" and "Quality", This takes greater weight at the time that the second
most important criterion when buying a product or acquiring a service is the weight, i.e.
currently the behavior of consumers in the market of the city of Guayaquil and outlying
areas, are betting on giving the opportunity to new products or services that provide a
quality according to their price level.
Similarly, the study has shown that the more knowledge a consumer of products or
services has about quality seals, the higher the priority given to the quality of the product
when making a purchase. The Mucho Mejor Ecuador seal is the one that consumers in
Guayaquil are most aware of, with 88% identification.
The use of contingency tables allows us to determine that there is a direct impact
between the level of knowledge of the seals and the level of priority that a consumer
gives to the quality of a product, for which the following evaluations are proposed, based
on the contingency table tool:
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Table 8. Ai Event
Evento Ai
Probabilidad
a priori,
P(Ai)
Probabilidad
condicional,
P(B/Ai)*
Probabilidad
conjunta, P(AiyB)
Conoce Sello Mucho Mejor
Ecuador
352/400
267/352
267/400
= 67%
Conoce Sello de Calidad INEN
254/400
193/254
193/400
= 48%
Conoce Sello ISO 9001
252/400
188/252
188/400
= 47%
* Conditional probability is equal to the probability that the consumer values quality as
an "absolutely relevant" factor, given that he/she knows a certain seal. We work with a
sample of 400 people.
According to the contingency table analysis, we can determine that there is a direct
relationship between the level of relevance that a consumer gives to a product or
service, depending on the level of knowledge he has about a quality seal.
CONCLUSIONS
First, the study showed that in the opinion of consumers in the city of Guayaquil and its
outlying areas, the order of priority of factors that are considered "absolutely relevant"
when making a purchase are the following:
1. Quality of the product or service, 76%.
2. Price, 54%.
3. Experience with the product, 50%.
4. Brand, 43%.
5. Tradition or habit of using a product or service, 43%.
This allows us to determine that currently the consumer profile aims to give greater
priority to the price-quality ratio that a product or service can offer, breaking the
paradigm of brands, or the tradition of consumption, i.e. we are facing a consumer profile
willing to undergo changes, as long as they are justified in their price-quality ratio.
In addition to this, it has been determined that quality seals have an impact on consumer
preferences, as evidenced in this study, which has shown that in the city of Guayaquil
and its outlying areas, consumers have a higher level of knowledge of the Mucho Mejor
Ecuador seal with 88%, followed by the INEN seal with 64% and then the ISO 9001 seal
with 63%.
This first result was contrasted against the criterion of the level of relevance that
consumers give to the quality of a product, for which we proceeded to study those
consumers who rated quality as an "Absolutely relevant" factor, with the result that
75.5% of them share this criterion.
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To evaluate the incidence of the quality seals, contingency tables were tabulated using
the variables described, obtaining as a result that consumers who know the Mucho Mejor
Ecuador seal have a 67% probability of giving greater relevance to the quality of a
product, followed by 48% of consumers who know the INEN seal and 47% of the ISO
9001 seal of quality.
Another important conclusion of the study is that there is an important segment
of consumers that needs to be oriented with respect to quality seals. Among consumers
who do not know what a seal means, 27% of consumers indicated that they do not know
what the ISO 9001 seal means, 25% of consumers do not know what the INEN quality
seal means, and 12% do not know what the Mucho Mejor Ecuador seal means.
Carrying out dissemination campaigns in the media, social networks, streaming, as well
as approaching the customer through activation campaigns, are excellent options to
reach that percentage of consumers who to date do not know the importance of the
quality seals.
A clear result of the success of this type of initiative is precisely the case of the Mucho
Mejor Ecuador seal, which has a variety of methods to promote and advertise the brand
as well as the products that are part of it, obtaining the following results according to
information provided by the Mucho Mejor Ecuador portal:
1. 72% of consumers look for the Mucho Mejor Ecuador brand when making their
purchases.
2. The Mucho Mejor Ecuador brand generates 88% of confidence in the product.
3. It positively influences their purchase in 85%.
4. When buying a product with the Mucho Mejor Ecuador brand, consumers feel
that they support the country's development by 87%.
Replicating this type of initiative, such as the Mucho Mejor Ecuador Corporation's
strategies, would encourage and increase the culture of quality among consumers in
Guayaquil and its outlying areas.
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