Diagnóstico del mercado de restaurantes ubicados en el centro de Machala y propuestas de marketing para reactivación del servicio gastronómico.

Abstract

The gastronomic service is in an environment of constant change, being in this way that food restaurants must adapt to these changes to stay positioned in the market. Therefore, the factors that determine the success of a restaurant depend mainly on the behavior of the consumer and their general opinion on the quality of the restaurant. To satisfy the needs and demands of the consumer, it is necessary to perform a market segmentation as a mechanism to obtain information on the situation of the restaurants located in the center of the city of Machala. The present research work will be carried out with the objective of analyzing and determining the behavior of the Machalan consumer towards restaurants and their preference when choosing them, same research that may be feasible through the use of surveys as a research tool and the application of the measurement scales for the elaboration of the questionnaire questions. The result of this research will allow marketing strategies that contribute to restaurants located in the center of Machala to know in depth the tourist market of the city to, on the one hand, be able to relaunch the destiny of the canton and, on the other , seasonally adjust tourism activity through the attraction of new market segments such as: the gastronomic service.