Aceptación del mercado guayaquileño sobre la reactivación de eventos de alimentos y bebidas.

Abstract

The general objective of this research project is to analyze the level of acceptance of the Guayaquil market towards food and beverage events through a market study to design strategies for its reactivation, which is one of the sectors most affected by the Covid-19 pandemic, because there have been several restrictions that have prevented the normal operation of companies engaged in this sector. On the other hand, for the fulfillment of this objective, a methodology based on a non-experimental study has been carried out because the intention of this work is to observe and know the preferences of the consumers in relation to the level of acceptance of the food and beverage events; therefore, the manipulation of variables based on experiments is not sought. Among the research techniques, the survey was used, giving as a main result a divided opinion among the population of the city of Guayaquil on the economic reactivation of the event organizing companies, some consider it necessary to continue to avoid attending events of massive call, while others argue that these businesses also need to be reactivated, because they generate jobs. Finally, a proposal has been made highlighting competitive and corporate strategies for companies in the event organization sector in the city of Guayaquil.