Factores objetivos y subjetivos que determinan la disposición al pago en la compra de almuerzos cotidianos en la ciudad de Cuenca

Abstract

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.