Estudio de mercado para la creación de microempresa dedicada a la venta de mariscos en la provincia de El Oro.

Abstract

Market research is the appropriate input to design strategies in order to move forward in the construction of an organization whose purpose is to meet the requirements of a certain group of consumers in this case consumers of seafood. The universe of study is the province of El Oro, where commerce is the main occupation of the population and Machala is the Canton with the largest number of inhabitants apart from being the capital of the Province. The largest amount of the population is concentrated in ages between 15 and 44 years (47.90%), so the universe of study could be defined as a young population. Consumers mostly acquire their food products in supermarkets and micro markets, in the same way a percentage of about 80% consider that they would be willing to acquire all kinds of pulps, such as crab, shells, mussels, fish and other seafood products, the surveyed people make mostly once a week and buy seafood products, more specifically 46.63% fish fillets and whose range of expenditure destined for this ranges between USD 10-15 dollars, the global acceptance of the sites where the Processed products have a positive image, since it is located at 80%. The factor that most influences the purchase in the sale of seafood is the quality with 60.70% and 47% consider the price as a weight variable to influence the purchase.