Analysis of Consumer Behavior Around Supermarkets in Pichincha

Alexandra Carolina Reinoso Sulca () and Wilson German Nieto Aguilar ()
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Alexandra Carolina Reinoso Sulca: Universidad Tecnológica Israel, Department Business Administration
Wilson German Nieto Aguilar: Universidad Tecnológica Israel, Department Business Administration

Chapter 22 in Management, Tourism, and Smart Technologies, Vol 2, 2026, pp 269-277 from Springer

Abstract: Abstract Self-service users choose one or the other alternative of preference based on several determining factors. In this sense, this study focuses on analyzing the purchasing habits of consumers in supermarkets in the province of Pichincha to identify how opening hours, ease of parking, different payment alternatives and discounts affect consumption dynamics. For this purpose, the research was aligned with a quantitative methodology of descriptive scope, through which a survey was applied to a sample made up of 1497 people from 18 years of age onwards, with a margin of error of ± 2533% and a margin of confidence of 95%. After the results, it is revealed that the price of the products affects 29.33% in the purchase intention, while 36.81% stress that they recommend a certain supermarket based on the quality of the products, for 20.51% customer service and attention is important and, finally, it was evident that Corporación Favorita is the most attractive chain, as 21.8% buy from Megamaxi and 15.6% point to Supermaxi.

Keywords: Supermarket; Consumer; Self-service; Shopping; Customer service (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24600-4_22

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DOI: 10.1007/978-3-032-24600-4_22

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