Análisis de los sesgos cognitivos para la percepción de los productos de comida rápida de la cafetería Gelato Caffe en la ciudad de Riobamba

Abstract

This study explores the interaction of cognitive biases and sensory perception according to the VAK model in the preferences of Gelato Caffe consumers in Riobamba city. Through a mixed methodology, quantitative and qualitative data were collected and analyzed to examine how health concerns, promotions, and aesthetics affect consumer perception and choice. Revealing that 77% of respondents are attentive to the impact of fast food on their well-being, promotions and the visual presentation of food were highlighted as critical elements in their purchasing decisions, with more than 70% participating in their assessment. The conclusions highlight architecture, interior design, and ambiance as key factors in attracting customers, underscoring the need to improve children's play areas and packaging design. Gelato Caffe is recommended to strengthen its marketing strategy, focusing on a complete sensory experience that aligns with consumer expectations. This paper contributes to the field of marketing and consumer psychology by illuminating the role of cognitive biases and sensory perception in the fast-food industry and provides guidelines for improving the customer experience and strengthening Gelato Caffe's market position.