bachelorThesis
Factores objetivos y subjetivos que determinan la disposición al pago en la compra de almuerzos cotidianos en la ciudad de Cuenca
Fecha
2023-05-09Autor
Bonete Zhinin, Lisette Alexandra
Valdez Flores, Andrea Fernanda
Institución
Resumen
One of the changes experienced by society over the years is the way people and households
eat. New nutrition habits appear with the emergence of diverse values and gastronomic
practices that generate changes in the lives of consumers, such as the consumption of food
outside the home. In this context, the present research aims to identify the objective and
subjective factors that determine the willingness to pay (WTP) in the purchase of daily lunches
in urban sectors: Gil Ramírez Dávalos, El Sagrario and San Blas, of the city of Cuenca during
the period 2022, for this purpose the double bounded Contingent Valuation Method (CVM)
was applied. The data were obtained through a survey of 378 consumers of daily lunches.
The main results indicate that the average WTP of the economic agents for a daily lunch is
$3.28. Among the objective and subjective factors that positively influence WTP are marital
status (single, married, free union and divorced), service and convenience. Negatively
influencing factors include age (18 - 28 years), education (primary, secondary and tertiary),
monthly income ($0 - $425 and $426 - $850), nutritional value and price.