Estudio de mercado para la creación de una microempresa distribuidora de productos lácteos en la provincia de El Oro.

Abstract

This project was carried out in order to apply market research processes to determine the relevance of creating a microenterprise dedicated to the distribution of dairy products in the province of El Oro. For which a bibliographic analysis of the current context in which the dairy sector is developed within the province, and the potential for growth in the demand for this type of products within families is made. The concept and importance of variables that are relevant in this type of research is developed, and how information helps to make decisions, emphasizing the importance of conducting market research prior to executing a venture. In order to gather information and to know the potential market, I apply one of the tools with a qualitative approach, the interview, to businesses of proportional size, dedicated to trade with dairy products to establish the situation of the variables under study. Finally, it is concluded that the dairy products of the upper part are well conceived in terms of quality and flavor, but due to the lack of a correct distribution and suppliers, there is not much availability of the product.