Variables de segmentación en los estilos de vida y consumo gastronómico quiteño
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https://doi.org/10.17979/redma.2026.30.1.12981Resumen
El estudio examina la influencia de variables demográficas, psicográficas y conductuales en los estilos de vida y hábitos de consumo gastronómico en Quito. Mediante un enfoque cuantitativo, se encuestó a 384 personas, analizando datos con estadística descriptiva, pruebas de asociación, correlaciones y un modelo de ecuaciones estructurales (SEM). Los resultados revelan un perfil mayoritariamente femenino, con educación media-alta e ingresos variados. Las emociones y presentación de platos impactan en el apetito y decisiones de compra, con gasto promedio de 10-30 dólares en restaurantes. Se encontraron asociaciones significativas (Chi-cuadrado) entre residencia, edad, ingresos, alergias y preferencias. Las correlaciones más fuertes vinculan educación, ingresos y gasto. El SEM indica que solo las variables demográficas influyen directamente en los hábitos de consumo, mientras psicográficas y conductuales no son significativas. Se recomienda priorizar la segmentación demográfica para estrategias gastronómicas efectivas en Quito.
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