Estudio de mercado en el cantón Riobamba para la comercialización de queso mozzarella elaborado en la planta de Lácteos Urbina.

Abstract

This research aimed to conduct market research in Riobamba city to determine the viability of mozzarella cheese produced at the Urbina Dairy Plant, which was created by the Chuquipogyo Livestock Production Cooperative, COOPCHUQ; as a strategic point of production, commercialization, and distribution of the product since it has all the basic requirements, for this, a methodology was identified that was adequate to the needs of the subject of study. Inductive and deductive methods were applied, in addition to the realization of 89 surveys with objective questions to local citizens to know the points of view on the type of gender, age, price, weight, and the location where mozzarella cheese is marketed. In the following work, no treatment was used, and the sample size was determined according to the universe with Slovin's formula. For the analysis of the surveys, Sturgets' formula was used to obtain class intervals and the verification for the use of absolute and relative frequencies. The results showed that 95.9% of the people surveyed consume mozzarella cheese with a frequency of once a week. When evaluating the place where the clients acquire the product and the factors that influence its acquisition, it became evident that the product is mainly obtained in supermarkets and is chosen considering its quality. It is concluded that Riobamba is a suitable market for the dairy industry, as it is a highly agricultural and livestock farming town. It is recommended to know the type of demand and purchase of the product, the activity of the competition, and the resources available for the distribution policy to be successful and ensure customer satisfaction.