Estudio de mercado para la implementación de una cadena de restaurantes “La Chonerita” Riobamba

Abstract

The present study about a market study for the implementation of a restaurant chain called "LA CHONERITA" Riobamba, aims to expand its operations in Riobamba city, by verifying consumer preferences in order to carry out the calculations that lead to determine the viability of the project. The methodology used is based on surveys applied to the clients, which allowed to obtain real information to develop this proposal, starting from the situational diagnosis through a SWOT matrix. Among the most relevant results, it can be said that 77% of people identify the restaurant called "La Chonerita”, whereas 33% do not identify it. In relation to consumers´ behavior from people who know the restaurant, 29% buy the products at least once a week, 32% two or more times a week and 39% consume the products every single week. After processing all the information, the unsatisfied demand was calculated, identifying a target population to consume 245,371 dishes. This proposal was based on the development of a technical study for the new production line of dishes with a Net Present Value (NPV) of $ 72,023.50; an Internal Rate of Return (IRR), of 32.01%; a Payback Period of Investment (PRI) of 3 years and 6 months and a benefit cost ratio (BCR) of $ 1.42. It is recommended to carry out permanent studies about new marketing strategies and promotions, allowing the commercial growth of the restaurant over new competitors that might emerge.