Propuesta para la creación de un modelo de negocios especializado en materia de ferretería y bricolaje en la ciudad de Guayaquil.

Abstract

The purpose of this paper was to analyze a business proposal and its feasibility of investment to meet the demand for hardware and Do It Yourself (DIY) products, in the city of Guayaquil, evaluating the potential demand through a market study. To achieve this, a market research was carried out, reference was sought in the published works on online business, in business in this industry and the market was analyzed under the framework of online consumer behavior. In general terms, the results of the research determined as a business model to implement an online store, establishing the profile of the consumer by age. There is a great intention of buying hardware and DIY materials from this segment, according to the results of the survey. Finally, the Internal Rate of Return (IRR) 46.9% and the Net Present Value (NPV) 92.340,58, show that the project is attractive, the financial indicators show the feasibility of the project, which corroborates the hypothesis of the market study leads to the design of a business model based on the marketing by Internet of hardware and Do It Yourself materials in the city of Guayaquil that has a positive acceptance in the consumer.