Estudio de mercado para la comercialización de yogurt de la empresa "Lácteos Urbina" provincia de Chimborazo.

Abstract

The purpose of this research was to conduct a market analysis for the yogurt processed at the company "Lácteos Urbina" in the Province of Chimborazo. The supply and demand of flavored yogurt (strawberry, blackberry and peach) was evaluated, then a marketing plan was suggested with product, price, place and promotion which enables the positioning of yogurt and finally a cost-benefit analysis was performed to establish the feasibility of the project. The methodology used had an experimental approach. The proposed study was developed in the facilities of Lácteos Urbina which is located in the community of Quinual la Merced, San Andres Parish, Canton Guano, Province of Chimborazo and lasted 30 days, 383 experimental units were used to which a questionnaire of 16 questions of closed type was applied. These data obtained from the experimental units were then processed in the IBM Spss Statistics program, where a descriptive statistical analysis of absolute and relative frequencies was carried out to guarantee the veracity of the financial analysis carried out for the company. It is concluded that the project is viable by performing an analysis of the financial indicators with an NPV of $ 165,801.5 the IRR of 66.87%, C / B of 1.53 and an investment recovery period of 2.7 years, it was recommended to implement the project for the marketing of yogurt of the company "Lácteos Urbina" and established strategies to position the Urbina Yogurt brand in the local market and later in the National market.