Estudio de mercado para una empresa comercializadora de filtros para automotores en la ciudad de Machala.

Abstract

The objective of this research is to determine the elements of a market study for a filter importing company, in the Machala canton. The methodology that was used was qualitative and the technique for collecting the information was an interview with the 10 main businesses, distributed geographically. The study shows that the province's market represents, according to INEC data, only 5.92% of the country's automotive fleet. Demand is estimated at 14,428 units by 2047, with a growth rate of 3.51% per year. The demand equation as Y = 320.5 x + 4.328.3 and R2 of 0.9841. The estimate of the offer is projected, based on the information gathered in the interview conducted in the field research, for the present research work, it is calculated at 67% so there is an unsatisfied demand of 33%, which It translates into USD 3'808.973 as the target market to enter. The distribution channels they use are given by suppliers from Guayaquil and Cuenca, there is no possibility of entering from the city of Machala, these distributors have control of the market.