Propuesta de la creación de una empresa de bisutería personalizada con piedras naturales y acero inoxidable para hombres en la ciudad de Guayaquil.

Abstract

Currently, men are no strangers to the search for prestige, distinction and fashion that has traditionally been associated with women. Both seek to make combinations of their outfits with innovative and unique products, but which have mostly focused on the female audience, leaving aside the male segment eager to wear jewelry to be fashionable. This implies that there are no exclusive or personalized accessories that are adjusted to new fashion trends, where craftsmanship sets the trend. The present titling work is aimed at the creation of a personalized jewelry company in natural stones and stainless steel for men in the city of Guayaquil. For the present study, a quantitative approach will be carried out which uses the collection of data for its subsequent analysis, and in this way it is intended to provide answers to the research question and test the hypotheses that have been previously established. For this purpose, a sample of 374 people from that city was applied to whom a survey of 11 questions was applied in reference to the use of male costume jewelry. It is concluded that the project is feasible with a NPV of $11.837,17 with an IRR of 46,88%, exceeding the MARR of the investors, which represented 39%