Determinación de estrategias para la introducción de una escuela de conducción de motocicletas en la ciudad de Pujilí provincia de Cotopaxi.

Abstract

This study focuses on creating a proposal to establish a Motorcycle Driving School in Pujilí, Ecuador, due to the growing issue of motorcycle-related road accidents and the need to enhance road safety and motorcycle riding skills in the region. It begins with an analysis based on reliable data from the WHO and the National Transit Agency (ANT), highlighting the urgency of educational measures to reduce traffic accidents. The research aims to identify the demand and preferences of potential customers through demographic, geographic, psychographic, and behavioral analyses, crucial for personalized marketing strategies. The strategy is grounded in educational quality, safety, and technology. Comprehensive programs are proposed, encompassing theory and practical skills, along with a virtual platform for learning. Trained instructors and modern technology will enhance the educational experience. At the conclusion of the research, the feasibility of the Motorcycle Driving School in Pujilí is emphasized. The findings support the demand for road education, the need for motorcycle riding safety, and the community's willingness to participate in educational programs. With a solid strategy, precise market segmentation, and a focus on educational quality, the school has the potential to train responsible and safe motorcycle riders.