Proyecto de factibilidad para la creación de un restaurante de comida rápida saludable en el cantón Riobamba, provincia de Chimborazo. 2017

Abstract

The objective of this degree work is to create a healthy fast food restaurant with theoretical referents, characteristics and origins, making a market research to stablish the feasibility proposal. In this project were also applied methods and techniques that provided the needed information, such as: a field research which was made to the professionals of Riobamba City, also by an establishments’ observation form which are direct and indirect competition. The bibliographic documental research was obtained by means of books, magazines, publications and Internet to maintain our theoretical foundations. Otherwise, the analytic research allowed us the analysis and interpretation of the survey and also the direct observation form. In order to identify the product acceptation and obtain results about the consumer profile, the recollection technique was stablished by surveys. Consumer data was also obtained with the acceptability of each dish; a survey was carried out to verify the appropriate location, determine the profitability and inspect the competitiveness of the area. This study has two sources of research, the primary source are the results obtained from the survey application and the secondary sources that took information from texts, journal articles and statistical data of INEC. According to the data of a 138 surveys sample, that represent the 100%, it was identified that the 72% of surveyed people agree with the restaurant's implementation, the 70% would visit the restaurant and the 36% of five indicators determined that they would visit the restaurant due to the kind of food. As a result, it was determined that the population accepts the implementation of the restaurant. The project is viable due to the unmet demand of healthy foods. It is recommended to conduct a market study every five years to take into account the consumers’ needs.