Estudio de mercado para leche pasteurizada en envases de vidrio retornable, de la empresa Lácteos Urbina.

Abstract

This research aimed to conduct a market study for pasteurized milk in returnable glass containers for the "Lácteos Urbina" company in Riobamba City. An experimental methodology was used to determine the demand for pasteurized milk in various places in Riobamba. The factors affecting pasteurized milk's acceptability in returnable glass containers were identified. Later, the marketing mix (place, price, product, and promotion) was applied to commercialize pasteurized milk. A survey and an interview were applied to evaluate the project's cost-benefit for 90 days. The experimental units were 382, corresponding to each individual who answered the questions. For the statistical analysis, the Spss program was used. The results showed that 59.3% of the respondents were female and 40.7% were male. These demographic data are irrelevant since, regardless the gender, all consumers use pasteurized milk. It was concluded that after carrying out the statistical analysis with an NPV of $223,040.53, an IRR of 51.21%, there is a cost-benefit of 1.42, and an investment recovery period of 3.1 after the start-up of the project. Implementing this business plan is recommended as it will increase the profitability and marketing of the products. It is advised to increase advertising by establishing direct and indirect marketing chains and launching the promotion proposed in this study to attract more customers.