Percepción del consumidor y los factores influyentes en la decisión de compra en las empresas comercializadoras de productos de primera necesidad de la ciudad de Machala.

Abstract

This research examines consumer perception and factors influencing purchasing decisions in essential products retail companies in Machala. Five variables were studied: price, quality, customer service, product variety, and shopping environment. Through surveys of 500 consumers, segmented by gender and housing situation, Tiendas Tuti, Supermercados Delportal, Almacenes Tía, and Supermercados AKÍ were evaluated. Results show that Almacenes Tía and Supermercados AKÍ obtained higher satisfaction levels in most factors. Housing situation was found to significantly influence consumer perception, while price and quality were identified as determinant factors in purchasing decisions. Business competitiveness is closely related to companies' ability to effectively manage these variables, recommending continuous monitoring of customer satisfaction.