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Repositorio de la Red Internacional de Investigadores en Competitividad

COMPETITIVIDAD GLOBAL

Vol. 17 (2023): Resiliencia, valor de la innovación y sostenibilidad como ejes para la competitividad ISBN 978-607-96203-0-12

Segmentando el mercado de comida rápida desde la perspectiva de los valores de los alimentos

Submitted
February 9, 2024
Published
2024-02-29

Abstract

Los valores de los alimentos por parte de la percepción del consumidor han sido considerados como una variable determinante para explicar las valoraciones en los restaurantes de comida rápida. El alcance de esta investigación tiene el objetivo de segmentar el mercado de comida rápida y poder determinar los valores alimentarios más importantes para el consumidor. Los resultados del segmento satisfecho destacan el valor de sabor y apariencia. Por el contrario, los valores menos importantes son nutrición, tradición y origen. Se discuten los hallazgos en posibles estrategias para el sector de comida rápida y las implicaciones empresariales que conlleva.

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