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espanolDurante las decadas en que se han desarrollado diferentes metodologias para medir la calidad de vida, poco se ha hablado de como se refleja la misma, al momento en que las personas mantienen una relacion de consumidores con los mercados. En el Ecuador, las politicas publicas que regulan dicha relacion mercado–consumidor, apenas aparecen desde la Constitucion del 2008. Lo que se presenta en este articulo es el resultado de una investigacion en donde se analizo el tipo de percepciones de calidad de vida de los consumidores quitenos a traves del consumo de ciertas marcas. Las conclusiones nos llevan a determinar que hacen estas marcas para ser consideradas aportantes de la calidad de vida. EnglishDuring the decades when technologies to measure quality of life have been developed, like discussion has taken place about how quality of life is reflected when people are consumers in the market. In Ecuador, public policy that regulates such market relation—consumers, only just appears in the 2008 Constitution. What is presented in this article is the result of a research project where the perceptions of quality of life of consumers form Quito was analyzed through the consumption of particular brands. The conclusions lead a discussion on the role of these brands and the contributions to quality of life.

Consumo, marcas y calidad de vida en los consumidores de la clase media quiteña. Consumption, brands and quality of life in middle-class consumers