Investigación de mercado para el babaco (Vasconcellea xheilbornii) como fruta deshidratada en el cantón Riobamba.

Abstract

The main objective of this research project was to determine the demand for babaco fruit as a dehydrated snack in Riobamba city to introduce it into the market for its distribution and consumption. The descriptive methodology was used with direct observation and surveys to carry out the research. They were directed to potential customers of supermarkets, grocery stores, and natural health stores located in the city of Riobamba. They were used to analyze consumers' behavior and the characteristics of the dried babaco fruit market in the canton of Riobamba. In addition, an operational diagram for the process of dehydration of babaco was designed to obtain a safe and suitable snack for human consumption with high protein content. Market research, a strategic plan, a marketing plan, and an operational plan were also carried out to determine the unsatisfied demand to be covered, which is 81,112 kg of dehydrated babaco per year, required by 40,556 people. The financial study determined the income for the year 2022 to be 122,640.00 dollars. The Present Net Value obtained is 73,107.56 dollars positive value. An Internal Rate of Return of 19.50 % and a benefit-cost ratio of 1.07 dollars; that is to say that for every dollar invested, the company will present a profit of 0.07 cents. Thus, it was concluded that this market research of dried babaco fruit is feasible for its application or execution. It was recommended to take into account this research project to create a microenterprise that provides employment and further promotes the cultivation of babaco.