Analysis of Salt Consumption Behavior in the Province of El Oro, Ecuador: Market and Industry Implications

Abstract

The main objective of this study was to analyze consumer behavior regarding salt in the province of El Oro, Ecuador, in order to understand consumer preferences, needs, and the factors influencing their purchasing decisions. Methodology: A quantitative approach was employed, with a non-experimental, cross-sectional, and descriptive design. Structured surveys were administered to a representative sample of 282 families residing in the city of Machala, using simple random sampling. Data were analyzed using descriptive statistical techniques through SPSS software. Results: A total of 97% of the families reported purchasing salt for daily consumption, with common table salt being the most frequently used (81.9%). Most respondents purchased salt on a monthly basis (60.64%), prioritizing price (52.4%) and brand (34.0%) in their purchase decisions. A growing concern about sodium content was observed, with 67.02% of participants believing that salt intake negatively affects their family’s health. However, 57.45% expressed dissatisfaction with the current options available on the market. Conclusions: Salt consumption behavior was primarily influenced by economic, health, and branding factors. While price and accessibility were key determinants, there was a noticeable trend toward seeking products with reduced sodium content. The findings highlight the need for market strategies promoting healthier salt alternatives and public awareness campaigns about the health risks associated with excessive salt consumption.