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Consumer purchase process in restaurants and cafes in the city of Quito

Abstract:

Consumer behavior goes through five stages: recognition of the problem, search for information, evaluation of alternatives, purchase decision and post-purchase behavior. The objective is to determine the decision criteria that are presented in each of the stages of the consumer purchase process and the relationship that exists between them in a systematized way between consumers who buy food from restaurants and cafeterias. A quantitative, non-experimental, descriptive and cross-sectional study was conducted in 385 consumers. As a result, 41 aspects were identified that the consumer evaluates before a purchase decision, distributed in each of the stages of the process. It is concluded that there is a relationship between the factors that make up each of the dimensions.