Investigación de mercado para la creación de un café librería en el sector de los Ceibos
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2015-07-10
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia.
Resumen
El proyecto de la investigación de mercado para la creación de un café librería en el sector de Los Ceibos nace como una propuesta innovadora en el mercado, debido a que no existe un lugar donde se brinde este servicio. El proyecto se ubica como una fuente de producción nacional y generador de plazas de empleo, contribuyendo al desarrollo social y comercial generando ingresos que permitan el crecimiento económico y cultural de nuestro país. Con la creación de estas actividades comerciales estamos siendo emprendedores donde los propietarios con visión y aplicando el pensamiento divergente se lograrán actividades para la satisfacción y confort de los clientes. En Marketing, realizar el plan de investigación de mercado nos permite establecer el problema y hallar solución en la implementación del negocio para esto hay que identificar el grupo objetivo y el segmento evaluar las alternativas que pueden satisfacer a los clientes que visiten el local a través de determinar el nivel de lectura. El marco teórico se fundamenta en los antecedentes del estudio, la conceptualización de lo referente a las teorías sociológicas, filosóficas y las referencias bibliográficas. La metodología de la investigación se aplicará de manera cualitativa, los métodos son el deductivo–inductivo para así determinar el análisis e interpretación de los resultados obtenidos en las encuestas; la competencia directa e indirecta del negocio, su funcionamiento y el producto que ofrecen se puede establecer la concurrencia y opinión que tiene las personas de este tipo de negocios. Se realizará el estudio financiero que permita la toma de decisiones que permitan establecer las conclusiones y recomendaciones al proyecto.
The draft market research to create a bookstore cafe in the area of Los Ceibos born as an innovative approach in the market because of that there is a place where service is provided, the project is located as a source of production national and generator spaces employment contributing to social and commercial development generating income to the economic and cultural growth of our country, with the creation of these commercial activities are being entrepreneurs where owners thinking divergent thinking and applying new activities will be achieved for the satisfaction and comfort of clients. Marketing, first step is to conduct the market research plan which allows us to establish the problem and find solutions in the implementation of business for this we must identify the target group and segment assess alternatives that can satisfy customers visiting the premises through to determine reading level. The theoretical framework is based on the background of the study, the conceptualization regarding sociological, philosophical theories and references. The research methodology will be applied in a qualitative manner; the methods are deductive - inductive order to determine the analysis and interpretation of the results of the surveys. The direct and indirect competition of business operation and product offering can be set concurrency and having people review this type of business applying the technique of the survey process with real data and present financial indicators to help make decisions to build the project will be taken as the conclusions and recommendations of the proposed project.
The draft market research to create a bookstore cafe in the area of Los Ceibos born as an innovative approach in the market because of that there is a place where service is provided, the project is located as a source of production national and generator spaces employment contributing to social and commercial development generating income to the economic and cultural growth of our country, with the creation of these commercial activities are being entrepreneurs where owners thinking divergent thinking and applying new activities will be achieved for the satisfaction and comfort of clients. Marketing, first step is to conduct the market research plan which allows us to establish the problem and find solutions in the implementation of business for this we must identify the target group and segment assess alternatives that can satisfy customers visiting the premises through to determine reading level. The theoretical framework is based on the background of the study, the conceptualization regarding sociological, philosophical theories and references. The research methodology will be applied in a qualitative manner; the methods are deductive - inductive order to determine the analysis and interpretation of the results of the surveys. The direct and indirect competition of business operation and product offering can be set concurrency and having people review this type of business applying the technique of the survey process with real data and present financial indicators to help make decisions to build the project will be taken as the conclusions and recommendations of the proposed project.
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CAFETERIA, LIBRERIA, CREACIÓN, INVESTIGACIÓN, FACTIBILIDAD