Investigación del mercado de la venta ambulante: la florida e identificación de oportunidades de mejora, año 2021.
Fecha
2021
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Editor
Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente proyecto de investigación se basa en la investigación de mercado realizada a los vendedores ambulantes ubicados en el sector La florida, ciudad de Guayaquil, año 2021 en el cual se realizaron distintas estrategias de investigación, con la finalidad de obtener información relevante para determinar oportunidades que sean de mejora para la situación evidente que se desarrolla en el contexto a indagar, definiendo su perfil como vendedor y consumidor ambulante. Para obtener un panorama más claro de la propuesta se realizó un diagnóstico del entorno interno y externo mediante una investigación secundaria como, artículos científicos de revista con el propósito de conocer y definir los factores que influyen al crecimiento de este fenómeno como lo es la venta informal, y además el levantamiento de información a través de técnicas cuantitativas que determinen el comportamiento de los involucrados, en este caso vendedores y clientes y de esta forma poder establecer estrategias adecuadas a su beneficio. De igual manera se efectuó un diagnóstico de la situación del país desde distintas perspectivas dentro de los cuales se mencionan los aspectos legales y de financiamiento que se deben considerar al momento de desarrollar la idea propuesta con el objetivo de determinar el costo beneficio que requiere la solución del problema.
This research project is based on market research conducted on street vendors located in the La Florida sector, in the city of Guayaquil, in which different research strategies were carried out, in order to obtain relevant information to determine opportunities for improvement for the obvious situation that develops in the context to be investigated, defining their profile as street vendors and consumers. In order to obtain a clearer picture of the proposal, a diagnosis of the internal and external environment was made through secondary research such as scientific magazine articles with the purpose of knowing and defining the factors that influence the growth of this phenomenon such as informal sales, and also the collection of information through quantitative techniques that determine the behavior of those involved, in this case vendors and customers, and in this way to establish appropriate strategies for their benefit. A diagnosis of the country's situation was also carried out from different perspectives, including the legal and financial aspects that should be considered when developing the proposed idea in order to determine the cost-benefit required to solve the problem.
This research project is based on market research conducted on street vendors located in the La Florida sector, in the city of Guayaquil, in which different research strategies were carried out, in order to obtain relevant information to determine opportunities for improvement for the obvious situation that develops in the context to be investigated, defining their profile as street vendors and consumers. In order to obtain a clearer picture of the proposal, a diagnosis of the internal and external environment was made through secondary research such as scientific magazine articles with the purpose of knowing and defining the factors that influence the growth of this phenomenon such as informal sales, and also the collection of information through quantitative techniques that determine the behavior of those involved, in this case vendors and customers, and in this way to establish appropriate strategies for their benefit. A diagnosis of the country's situation was also carried out from different perspectives, including the legal and financial aspects that should be considered when developing the proposed idea in order to determine the cost-benefit required to solve the problem.
Descripción
Palabras clave
INFORMALIDAD, VENDEDOR AMBULANTE, COMERCIO, SECTOR INFORMAL