COVID-19 and its effect on consumer behavior in the consumption of soft drinks in the population of Ahome.

Abstract

This article is part of the growing interest in knowing the impact of the COVID-19 virus on consumer behavior in soft drink Small and Medium-sized Enterprises (SMEs), after its rapid global spread that came to change human interactions, as well as the market dynamics. With the arrival of COVID-19 and the pandemic, multiple markets are collapsing as there was no opportunity to prepare action plans. For data collection, the quantitative method was used, using the survey as an instrument and the National Survey of Household Income and Expenses (ENIGH) and contains among its items the consumption of non-alcoholic beverages. The intention of this research is to know the openings and changes that were made during this critical situation in the markets since, in the consumption preference, the clients show a clear disposition to gasified products in 44% figures that it is important to contrast with the results of the applied survey which shows with 66% that the population of the municipality of Ahome during the pandemic their purchasing behavior has changed both where they acquire their products, to increase or decrease these satisfiers. An analysis of the expenses on soft drinks was carried out in the municipality of Ahome, which spends an average of $5.84 per family, this is very relevant because it consumes more than the national average, which is $5.35 according to updated figures from the ENIGH 2020.