Principales elementos culturales que describen al consumidor del mercado gastronómico de la ciudad de Machala.

Abstract

In the field of market research, one of the main factors which is object of analysis is related to the cultural behaviour of consumers. Every human being belongs to a particular culture for economic and social conditions of his time and his social situation. In this sense, the problem in which circumscribes is this study is related to the importance of understanding and analysis of cultural elements influencing the behavior of consumers, making reference to the gastronomic market of the City of Machala. In this way arises as a research objective: know and appreciate the cultural elements that describe the consumer's food market in the city of Machala. The study's methodology is based on a quantitative approach, since, through technical survey and statistical procedures, it could quantify characteristics of cultural consumer behavior; We also used the qualitative approach, using a level of research descriptive in order to analyse and interpret the cultural elements of the gourmet market in the city of Machala.