Estudio de mercado de las ferreterías del sector norte de la ciudad de Riobamba para la apertura de una sucursal de ferretería Galápagos

Abstract

The present research work called market study of the hardware stores in the northern sector of the city of Riobamba had as objective to know about the needs and unsatisfied requirements within the hardware market and subsequently, to determine how feasible it is to open a branch of Ferretería Galapagos, in the northern sector of the city of Riobamba, province of Chimborazo, which is responsible for the supply and marketing of construction materials, electrical and finishes. In the methodological part of the research, the quantitative and descriptive method was used, the techniques and instruments used were surveys, interviews and observation, which helped to collect reliable and truthful information for the development of the proposal. The results obtained in the surveys applied in the Lizarzaburu parish showed that 87% of the surveyed population mentioned that it is feasible to open a branch of Ferretería Galápagos, since in the northern sector there are no hardware stores with ample and adequate infrastructure, little variety of products and not very competitive prices. The proposal was based on knowing the unsatisfied needs of the sector's customers in terms of the hardware market and thus expand commercially and in turn meet the demand from the target audience. It was concluded that, after the market study, Ferretería Galapagos is welcome for the opening of its branch and thus meet the needs and requirements of the population of the sector and the city in general. It was suggested to take this market study as a support to minimize risks and have efficiency in terms of reception and dispatch of products