The results of the research on consumer preferences and its importance in the acquisition of products during the critical period of the pandemic in Metropolitan Lima from March to December 2020, when emotional and cognitive relationships increased when purchasing products, are shown in this article. This makes it possible to understand the extent to which, at that stage, consumers were willing to modify their purchasing habits, depending on their rationality or emotions, so as not to be affected by the crisis that was experienced at that time.

Ecuador – Riobamba city is a cattlee region, where its main source of income is the elaboration of products from fresh milk. Where they have taken 15 micro companies that are dedicated to this area, there are 33 more registered in the MIPRO, which belong to the province of Chimborazo. The purpose of this research is how organizational performance (DO) is directly related to continuous improvement and scientific invention (MC and IC), in which the first must be established in the managers so that the second can be achieved in the processing companies of dairy products. It is concluded that there is indeed a direct influence of the D.O with respect to M.C. and I.C.

Ecuador – Riobamba city is a cattlee region, where its main source of income is the elaboration of products from fresh milk. Where they have taken 15 micro companies that are dedicated to this area, there are 33 more registered in the MIPRO, which belong to the province of Chimborazo. The purpose of this research is how organizational performance (DO) is directly related to continuous improvement and scientific invention (MC and IC), in which the first must be established in the managers so that the second can be achieved in the processing companies of dairy products. It is concluded that there is indeed a direct influence of the D.O with respect to M.C. and I.C.