Millenials y consumo: la generación y y el consumo actual de las marcas de su infancia: caso aplicado a la categoría de salsas y aderezos

Abstract

This academic article aims to determine whether the brands in the sauces and dressings category consumed in childhood by the millennial generation differ from the brands consumed in adulthood between 25 and 42 years of age in the city of Cuenca. The generation was chosen because currently the intake of sauces and dressings is at the top of monthly food consumption by this segment. The objective is to identify if people have kept consuming the same brand as they did in their childhood. To address this objective, issues such as previous nostalgic consumption, the current consumption situation and the reasons that motivate the consumption of these products were explored. The methodology used included conducting a survey of individuals from the millennial generation, analyzing their preferences for brands of sauces and dressings both in their childhood and adulthood. The data collected were tested using statistical software to identify significant patterns and relationships. The results of the study indicate that a portion of millennials continue to prefer the brands of their childhood due to positive emotional associations, reflecting nostalgic consumption. However, there was also a significant trend towards the adoption of new brands in adulthood, influenced by factors such as product availability, usage situations and factors that could be analyzed in a new study such as changes in consumption habits and health-related aspects.