Gamificación por puntos y su influencia en la preferencia de consumo por marca, caso AKI.

Abstract

This scientific article aims to evaluate the extent to which point-based gamification influences brand consumption preferences among customers of the Gran Aki supermarket located in Manta, Ecuador. Consequently, a quantitative, descriptive, documentary, cross-sectional, field, and correlational study was conducted, using a Likert scale survey as the research tool. To determine the correlation between variables and dimensions, the Spearman’s Rho coefficient was applied and validated using the SPSS statistical software. The results showed high reliability and a significant positive correlation, confirming the fulfillment of the main objective. Furthermore, it was concluded that point-based systems, intrinsic motivation, and the value of rewards in gamification influence the factors that shape the consumption preferences of Aki supermarket customers.