Estrategia de investigación presentado como requisito para optar por el titulo de ingeniera en Marketing y Negocios Comercial
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Este proyecto estuvo enfocado en el diseño de estrategias de promoción para el posicionamiento de un restaurante vegetariano gourmet de la ciudad de Guayaquil, siendo específicamente el restaurante “Nouva Vita” ubicado en “Laguna Plaza” debido al bajo reconocimiento que posee, teniendo en cuenta que una de las principales limitaciones de restaurantes de este tipo es que no se promueven de forma adecuada provocando que exista una necesidad insatisfecha por parte del público que se está inclinando hacia el consumo de alimentos nutritivos, por ello se busca conocer la situación actual del mercado referente al consumo de carnes vegetales y la familiarización del mismo con el restaurante “Nouva Vita”. Se realizó una investigación cuantitativa a través de la cual se pudieron evidenciar los gustos y preferencias del público, esto mediante una encuesta realizada a 384 habitantes del sector norte de Guayaquil mayores a 30 años considerados de nivel socioeconómico alto ya que a este segmento apunta el establecimiento mencionado. En la recolección se pudo conocer que las personas están predispuestas al consumo de carne vegetal, sin embargo poseen un bajo grado de conocimiento sobre dónde adquirirla además del bajo grado de reconocimiento que reflejó “Nouva Vita”. Por ello se estableció una estrategia base denominada promoción y posicionamiento con una serie de tácticas efectivas fruto de la investigación cuyo costo de aplicación es de $ 7.035 durante diez meses.
This project was focused on the design of promotional strategies for the positioning of a gourmet vegetarian restaurant in the city of Guayaquil, specifically the "Nouva Vita" restaurant located in "Laguna Plaza" due to the low recognition it has, considering that One of the main limitations of restaurants of this type is that they are not promoted properly causing an unmet need by the public that is leaning towards the consumption of nutritious foods, so it is sought to know the current situation of the relevant market To the consumption of vegetal meats and the familiarization of the same with the restaurant "Nouva Vita". A quantitative investigation was carried out through which the tastes and preferences of the public could be evidenced, through a survey of 384 inhabitants of the northern sector of Guayaquil over 30 years considered of high socioeconomic level since this segment points to the establishment Mentioned. In the collection it was possible to know that people are predisposed to the consumption of vegetable meat, however they have a low degree of knowledge on where to acquire it besides the low degree of recognition that reflected "Nouva Vita". For this reason, a basic strategy called promotion and positioning was established with a series of effective tactics resulting from the research whose application cost is $ 7,035 over ten months.
This project was focused on the design of promotional strategies for the positioning of a gourmet vegetarian restaurant in the city of Guayaquil, specifically the "Nouva Vita" restaurant located in "Laguna Plaza" due to the low recognition it has, considering that One of the main limitations of restaurants of this type is that they are not promoted properly causing an unmet need by the public that is leaning towards the consumption of nutritious foods, so it is sought to know the current situation of the relevant market To the consumption of vegetal meats and the familiarization of the same with the restaurant "Nouva Vita". A quantitative investigation was carried out through which the tastes and preferences of the public could be evidenced, through a survey of 384 inhabitants of the northern sector of Guayaquil over 30 years considered of high socioeconomic level since this segment points to the establishment Mentioned. In the collection it was possible to know that people are predisposed to the consumption of vegetable meat, however they have a low degree of knowledge on where to acquire it besides the low degree of recognition that reflected "Nouva Vita". For this reason, a basic strategy called promotion and positioning was established with a series of effective tactics resulting from the research whose application cost is $ 7,035 over ten months.
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PROMOCIÓN, RESTAURANTE, CARNE, VEGETAOLES, ESTRATEGIAS