Análisis del mercado gastronómico Modelo: RIV-MORE
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En la actualidad, el marketing gastronómico ha ganado espacio en los restaurantes de alta cocina. La innovación y la fusión son parte de los cambios más notables que se dan en este tipo de establecimientos. Por ello, reconocer los motivos que conllevan a que las personas acudan a los restaurantes de alta cocina es la base fundamental para conocer y definir el comportamiento del mercado seleccionado.
Para identificar el perfil de los consumidores, se recurre a la investigación cualitativa y cuantitativa, con el objetivo de conocer las características que diferencian al nivel socioeconómico medio alto y alto de los demás estratos sociales.
La segmentación de mercado se basa en hombres y mujeres de 15 a 61 años de estado civil indiferente, dedicados a cualquier ocupación, residentes de la parroquia satélite La Puntilla de Samborondón, que cuenten con una vida social activa, que acuden a reuniones de carácter familiar, social y/o de negocios, dispuestos a desembolsar un promedio de $150 dólares mensuales en este tipo de establecimientos.
En este proyecto se perfila al comensal desde la perspectiva: geográfica, demográfica, psicográfica y conductual, con la finalidad de que esta información sea útil para la toma de decisiones de quienes administran estos restaurantes, permitiendo que su negocio establecido o por constituirse brinde una mejor propuesta sin perder el concepto de marca que se quiera ofrecer. Este estudio da como iniciativa la propuesta del MODELO RIV-MORE, el cual resume los factores a considerar en la interacción comensal – restaurante de alta cocina.
In recent times, gastronomic marketing has gained access to the haute cuisine restaurants. Innovation and fusion are part of the most notable changes that occur in this type of establishment. Therefore, this study recognizes the main reasons of why people are going to haute cuisine restaurants. This is the fundamental basis for knowing and defining the behaviour of the selected market. To identify the profile of consumers, it is essential to use both a qualitative and quantitative approach. The main objective of this research is to identify the characteristics of the market in terms people from a higher socioeconomic status. The market segmentation is based on many factors including: men and women aged 15 – 61 years old, indifferent marital status, all occupations, people that attend meetings of family or business nature and residents of the Parroquia Satélite La Puntilla, Samborondón who have an active social life and are willing to pay an average of $150 per month in these restaurants. This research also analysed the commensal profile from perspectives including: demographic, geographic, psychographic and behavioural, with the purpose of the information being useful towards the decision-making process of those who manage these restaurants. This will provide a better proposal for the business without losing the concept of brand you wish to offer. This study provides an initiative proposal of the RIV-MORE MODEL which summarizes the factors to be considered in the interaction: commensal – haute cuisine restaurant.
In recent times, gastronomic marketing has gained access to the haute cuisine restaurants. Innovation and fusion are part of the most notable changes that occur in this type of establishment. Therefore, this study recognizes the main reasons of why people are going to haute cuisine restaurants. This is the fundamental basis for knowing and defining the behaviour of the selected market. To identify the profile of consumers, it is essential to use both a qualitative and quantitative approach. The main objective of this research is to identify the characteristics of the market in terms people from a higher socioeconomic status. The market segmentation is based on many factors including: men and women aged 15 – 61 years old, indifferent marital status, all occupations, people that attend meetings of family or business nature and residents of the Parroquia Satélite La Puntilla, Samborondón who have an active social life and are willing to pay an average of $150 per month in these restaurants. This research also analysed the commensal profile from perspectives including: demographic, geographic, psychographic and behavioural, with the purpose of the information being useful towards the decision-making process of those who manage these restaurants. This will provide a better proposal for the business without losing the concept of brand you wish to offer. This study provides an initiative proposal of the RIV-MORE MODEL which summarizes the factors to be considered in the interaction: commensal – haute cuisine restaurant.
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GASTRONOMÍA, ALTA COCINA, MARKETING GASTRONÓMICO, PERFIL DEL CONSUMIDOR, MODELO RIV-MORE