Abstract:

This research aimed to describe the characteristics of the factors that influence consumer behavior in food markets and supermarkets. The study was based on the theories of consumer behavior through the approaches outlined by Maslow and Mang'unyi and Govender's. The research shows the results of the study conducted on consumers of Peruvian markets and supermarkets located in Lima, the capital of Peru. The factors that influence consumer behavior when shopping are described, such as the proximity of the establishment, friendliness, quality, family atmosphere, prices, and perception. The methodology was based on a mixed, cross-sectional, and non-experimental approach, applying surveys to 400 consumers of food markets and supermarkets. The information obtained was corroborated by interviews with market traders, supermarket stockers, and marketing and economic experts. The results of the surveys conducted indicate that there are personal, cultural, and psychological factors that influence the decision-making of consumers of food markets and supermarkets. The results showed that personal factors have the greatest impact on consumer decisions, as confirmed by the majority of the population surveyed. In conclusion, this study has contributed to a better understanding of the factors that influence consumer behavior in food markets and supermarkets. The findings obtained can be useful for merchants and entrepreneurs in designing marketing strategies and making business decisions.