Investigación de mercados para la apertura de una sucursal de Basvimart Supermercados Cía. Ltda. en el sector norte de la ciudad de Riobamba

Abstract

The objective of the present study was to know about consumer trends and habits to establish commercial strategies that ensure reception in the target market. To carry out the research, the inductive method was used, which served to notice certain patterns and features of the purchasing behavior of a certain market segment through the application of online surveys to the economically active population of the urban sector in Riobamba city with a sample of 382 participants, who provided us with the necessary and sufficient information to successfully develop market research, through a questionnaire of ten closed questions with multiple response options. After processing the information and publishing the results, it was decided that Álamo supermarkets is the fourth supermarket preferred by local consumers due to its pleasant physical facilities, its extensive variety of products, its fair prices and its good customer service and that 57% of participants show a high purchase intention in relation to the opening of another branch of Álamo Supermarkets. Within the framework of the proposal, the SWOT matrix was carried out to evaluate the current situation of the company and strategies were formulated, combining strengths, weaknesses, opportunities and threats, then some actions were proposed according to the marketing mix tools, and then the Boston Consulting Group matrix was elaborated, which revealed the profitability of the product portfolio to propose the most appropriate solution for each situation, finally the Ansoff matrix was developed, which contributed to create strategies to achieve business growth through the combination of products and markets. The opening of a branch of Álamo supermarkets is recommended, as the results guarantee that the project will be well received around the area