Estudio de mercado para la creación de una empresa productora de snacks de frutas deshidratadas.

Abstract

The high production of raw materials such as strawberry, blackberry and uvilla results in organic wastes that represent significant economic losses for farmers because conservation processes are not implemented. Therefore, the objective of'this research project was to design a market research proposal for the implementation of a snack processing plant based on dehydrated blackberry (Rubus ulmifolius), strawberry (Fragaria) and uvilla (Physalis peruviana) fruits in zone three of Ecuador. The methodology used had a qualitative and quantitative approach; a non-experimental design was used because variables were not manipulated and it was developed in a determined period of time. The study population was the inhabitants of zone three of Ecuador (Tungurahua, Cotopaxi, Chimborazo, Pastaza). A type of documentary and field study was applied to obtain data. A survey of the target population (potential consumers) was used as an instrument. This methodology was used to determine the profitability ofthe project with the calculation of financial indicators such as IRR (Internal Rate of Return), NPV (Net Annual Value), and Cost Benefit, resulting in an IRR of the natural snack of 16%, an NPV of US$ 3389.79, Cost Benefit of 1.15 cents for each dollar invested and the IRR of the chocolate-coated snack was 28%, with an NPV of US$ 11,5241.07 and a Cost Benefit of 1.22 cents for each dollar invested.