Análisis del impacto del covid-19 en el rendimiento de pequeños negocios del mercado gastronómico del sector de Urdesa-Guayaquil
Fecha
2020
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El objetivo general de la investigación es analizar el impacto ocasionado por el Covid-19 en los
pequeños negocios Gastronómicos del sector de Urdesa, las cuales se han visto afectadas por la
pandemia y el cierre de sus locales debido al confinamiento, en este sector ofrecen una gran
variedad de gastronomía. Se empleó la técnica de la entrevista y la encuesta a consumidores, la
primera dirigida a dos dueños de locales gastronómicos, para de esta manera determinar el grado
de afectación a sus negocios a causa del Covid-19, y también a especialistas para evaluar las
posibles estrategias para mejorar las ventas y rentabilidad de los restaurantes de Urdesa. Posterior
al análisis de la información obtenida, se propuso las estrategias de venta, las cuales consisten en
entregas a domicilio, promociones, combos familiares, diversificación de menús, impulsar medios
de publicidad, etc. Se concluyó en que los pequeños negocios gastronómicos del sector de Urdesa,
disminuyeron el 50% de sus ventas con relación al año 2019, se estima que el tiempo de
recuperación de las ventas será a largo plazo.
The general objective of the research is to analyze the impact caused by Covid-19 in small Gastronomic businesses in the Urdesa sector, which have been affected by the pandemic and the closure of their premises due to confinement, in this sector they offer a great variety of gastronomy. The interview technique and consumer survey were used, the first one aimed at two owners of gastronomic establishments, in order to determine the degree of impact to their businesses due to Covid-19, and also to specialists to evaluate the possible strategies to improve sales and profitability of Urdesa restaurants. After analyzing the information obtained, sales strategies were proposed, which consist of home deliveries, promotions, family combos, diversification of menus, promoting advertising media, etc. It was concluded that the small gastronomic businesses in the Urdesa sector decreased 50% of their sales in relation to 2019, it is estimated that the recovery time of sales will be long-term.
The general objective of the research is to analyze the impact caused by Covid-19 in small Gastronomic businesses in the Urdesa sector, which have been affected by the pandemic and the closure of their premises due to confinement, in this sector they offer a great variety of gastronomy. The interview technique and consumer survey were used, the first one aimed at two owners of gastronomic establishments, in order to determine the degree of impact to their businesses due to Covid-19, and also to specialists to evaluate the possible strategies to improve sales and profitability of Urdesa restaurants. After analyzing the information obtained, sales strategies were proposed, which consist of home deliveries, promotions, family combos, diversification of menus, promoting advertising media, etc. It was concluded that the small gastronomic businesses in the Urdesa sector decreased 50% of their sales in relation to 2019, it is estimated that the recovery time of sales will be long-term.
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Palabras clave
COVID-19, PANDEMIA, IMPACTO, ESTRATEGIAS