Estudio de mercado para la comercialización de amaranto en la ciudad de Guayaquil.

Abstract

The objective of this research is to analyze the development of amaranth in the city of Guayaquil. During the first chapter, the factors that intervene internally and externally in the product's business are studied, this is carried out through the use of qualitative tools evaluating the factor evaluation matrixes, besides analyzing the market variables to present a matrix of strengths, opportunities, weaknesses and threats. In the second chapter, the current situation of the amaranth is evaluated through a market study using the demand function to obtain the regression, thanks to them it was identified that there is a deficit in the market, for this it is concluded that the market of amaranth is viable. Finally, in the third chapter strategies are proposed to promote the consumption of the product and consequently increase the sales thereof, taking into consideration the actions through which the strategies will be met, evaluating the cost of the investment with a five-year approach years of study projection.