Diseño de investigación de mercado para la factibilidad comercial de una marca de bebidas gaseosas en la provincia El Oro.

Abstract

This paper develops a market research design for the creation of a new brand of soft drinks in the province of El Oro, based on the review and analysis of documented information for the identification of the type of research, the relevance of secondary data, the formulation of research to obtain data, in particular for the collection of information, determine the type of sampling and the presentation of the data obtained. Identifying these data allows us to determine an investigation to verify the feasibility of creating the brand by applying assessment tools to the Orense population through a focus group, expert interview, observation guide and survey, for which a sample of 600 people was obtained. who will be interviewed in the different cantons of the province. The design of this research will allow us to know the needs, tastes, preferences and buying motivations of the demand for soft drinks for a market with brands already positioned over the years.