Estudio de mercado para la venta de insumos de enfermería a organizaciones privadas de la ciudad de Guayaquil.

Abstract

Market research is the data-taking process that has the purpose of serving as input for decision-making, having extensive knowledge of consumer behavior. The general objective was to develop a market study for the sale of nursing supplies to private organizations in the city of Guayaquil. The research methodology had a quantitative approach of descriptive scope with cross section and deductive method, with the use of the survey as a data collection tool. Among the main results were that companies have two to five years of activities with sales between $ 100,000 and $ 300,000, making recurring monthly purchases of an average of $ 1,000 to $ 2,000, with a willingness to change supplier if it provides better conditions. In terms of marketing strategies, the most appropriate were the guidelines in the magazine of the newspaper El Universo, social networks, Google Ads and visits to establishments by sellers. This will require an investment of $ 51,122.7 financed 30% by owners and a bank loan balance with an interest rate of 10.2%. With these parameters, the financial feasibility was determined with an IRR of 15% and NPV of $ 8,005.1.