Segmentation variables in lifestyle and gastronomic consumption in Quito
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https://doi.org/10.17979/redma.2026.30.1.12981Abstract
The study examines the influence of demographic, psychographic, and behavioural variables on the lifestyles and gastronomic consumption habits of residents of Quito. The research consisted of a quantitative survey of 384 people, the data from which were analysed using descriptive statistics, association tests, correlations, and a structural equation model (SEM). The results reveal a predominantly female profile, with medium-high education levels and varied incomes. Emotions and dish presentation were shown to impact appetite and purchase decisions, with average spending of 10-30 dollars in restaurants. Significant associations (Chi-square) were found between place of residence, age, income, food allergies, and preferences. The strongest correlations link education, income, and spending. The SEM indicates that only demographic variables directly influence consumption habits, while psychographic and behavioural dimensions were not significant. Greater demographic segmentation is recommended to improve the effectiveness of gastronomic strategies in Quito.
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