Temporal dynamics of consumer behavior in commercial plazas in Cuenca, Ecuador: a qualitative study of footfall, dwell time, and commercial interaction
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Introduction. Small-scale commercial plazas combine shopping, services, gastronomy, and social interaction. In Cuenca, there is limited empirical evidence on visitor behavior and its variation across different time periods. Objective. To analyze consumer behavior in six commercial plazas in Cuenca by identifying patterns of visits, dwell time, footfall, and interaction with establishments. Methodology. A qualitative, descriptive-analytical study based on structured non-participant observation was conducted. Six commercial plazas were analyzed using an observation guide applied during three time periods: 10:00–12:00, 13:00–15:00, and 18:30–20:30. Results. Visits with a predefined destination predominated, with limited exploration among stores. Morning activity focused on errands and services; midday on gastronomic consumption; and evening on social and recreational activities. Banks, ATMs, supermarkets, pharmacies, restaurants, and cafés functioned as major traffic generators. Operational factors that limited commercial interaction were also identified. Conclusion. Visitors’ behavior varies according to visit purpose and time of day. Footfall and dwell time do not necessarily imply consumption, making it important to distinguish between presence, service use, dwell time, and transaction to improve commercial management. General Area of Study: Marketing. Specific area of study: Consumer behavior and commercial plaza management. Type of study: Original article.
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