In this report we will try to explain some brief comments that we will make to obtain the acceptance of a new service in the city of Cajamarca called "THEME BUSES COMPANY" aimed at an audience of men and women between the ages of 17 to 27 years, and that it will offer the services of Restaurant, Cinema, Bar-Café and Disco. Therefore we would have to carry out a market research to find out if our service that we are offering will be acceptable to the population of Cajamarca, for this we have done enough research to have the necessary information and get involved with the needs of our clients and if in we can actually satisfy you.
In the first place we will carry out a management decision problem to know such information if we have to invest in THEME BUSES COMPANY, then we also have a research problem from which we will have an exact decision whether or not this service will be viable according to some surveys what we have to do to the population, for this we also want to determine our objectives if it is going to be welcomed by our clients of the thematic bus line, of which we are sure that we will fulfill them with the support of our Cajamarca population, and also now We form a confirmation from our clients that this service will be viable (hypothesis), since we consider it to be an innovative service.We are also planning to capture the costs that we would have with our staff to hire the service of "Theme Buses Company" and what is our market segmentation; In other words, what market segment we are aimed at and the lifestyles of the people who will use our service. But to know exactly and have the information we need, we have to first carry out a focus group of which we will gather a few people at random and have primary information (qualitative technique) and to confirm the primary information we will carry out a preliminary survey, for this We will have to take a sample of the Cajamarca population (quantitative technique) to have the concrete information and have an exact data of the acceptance of our service.Finally, we will make some conclusions based on the results obtained and we will also have recommendations to generate a better future for our service.
DEVELOPING
-
- Theoretical framework
- Market segmentation:
- Theoretical framework
(Kotler, 2008) “Market segmentation is the process of dividing a market into smaller uniform groups that have similar characteristics and needs. This is not arbitrarily imposed but is derived from the recognition that the total market is made up of subgroups called segments ”.
- Descriptive research:
Information is sought that allows specifying a market situation in a concrete way. (Kotler and Armstrong, 2008). With this method we seek to observe and describe the behavior of a subject without influencing him in any way, thus identifying the individual habits of each person. The main advantage that this research design will generate is naturalness in which the subject under study will act, since it will be carried out in a common and invariable environment.
- Non-probability sampling:
It is a product of a random selection process. Subjects in a non-probabilistic sample are generally selected based on their accessibility or the researcher's personal and intentional criteria.
- Methodology
- History of the problem
- Company name
- History of the problem
- Background
The story goes that this movement began in the United Kingdom, within the military bases during the Second World War. The need arises when, due to the immediate relocation that the military had to have in each attack operation, it was more functional and comfortable to bring food to them in trucks or cars than to set up an improvised infrastructure that would have to be dismantled to be in another location with the required urgency..
The most current story comes from the streets of New York and was called (food in cars).
- Epoch of the 50's: the street ice cream parlors begin (mobile) Epoch of the 60's: Hippie congregations (Potatoes, Refreshments) Epoch of the 70's: The economy grows and the opportunity for new projects is born The idea of giving the name as tal (FOOD TRUCK). New York, San Francisco and Miami are the first to dare to discover and publicize food trucks. Today's food trucks seek bureaucracy and be recognized as such. Proposal of food in trucks for flexibility of the people (informal economy).
Currently a food truck bazaar is being organized to publicize this current of quality fast food. (Food truck Orale Arepa, 2014).
- Empirical description of the problem
We have raised this management problem since we obtained information from a relative who has a similar business and thus have an experience for us to invest in this new service offered to the city of Cajamarca, therefore we understand that it is not easy to invest this type of business but with the experience obtained it will be easier for us to achieve our objectives since this relative has given us some points on how to form the business, and we are hoping that all the results will be as we expect, counting With the evidence of the person who has guided us to form this service, of which we are convinced we will achieve our planned goals.
- Management decision problem
Should Theme Buses Company invest in its new line of theme buses in the city of Cajamarca?
- Market research problem
Investigate the viability of this service in Cajamarca.
- Justification of the Study Objective of the research
- General:
Investigate what is the acceptance and reception that customers have on a line of thematic buses.
- Specific:
- Quantify the potential demand for the thematic bus service in the city of Cajamarca Determine the characteristics of our thematic bus service Analyze the price limit according to the exception in the city of Cajamarca for the thematic bus service.
- Research Limitations
- Research questions
About customer acceptance:
- Would you use the mobile restaurant, cinema, cafe-bar service? What do you think about the idea of eating and having fun on a theme bus? How many times would you use the service? In what situations would you use it? How much are you willing to pay for it? food service and fun?
- Hypothesis
- It is stated that the clients of the city of Cajamarca accept and welcome the thematic bus project.The thematic bus line is a viable project in the city of Cajamarca.
- Design of the investigation
The research to be used is descriptive, as it helps us determine and describe the behavior of future consumers.
- Choice of basic research method to be used Definition of the sampling procedure
We will work with a non-probabilistic sampling since the subjects in our sample will be selected based on our personal and intentional criteria. We use convenience sampling as we can get a greater number of questionnaires completed quickly, it goes hand in hand with exploratory research, followed by additional research to extract a probabilistic sample.
- Population and Sample
- Population (Segmentation)
- Geographic
- Demographic
- Psychographic
- Behavioral
- Sample Data Collection Techniques
- Focus group
- Population (Segmentation)
Cesar Pereda Azañedo
- Participants: Luis Rodríguez SánchezIván Cruz UrrunagaCarlos Lozano UrrunagaWilliam Guerrero SolanoAna Chávez La Madrid Detail of the selection:
Five people randomly for convenience
- Place:
San Roque # 371 Discussion Guide:
- Introduction
Good morning, my name is César Pereda, Administration student and qualitative studies coordinator at Theme Buses Company SAC First of all, thank you for being present at this interview, which will help us strengthen decisions for our work, and also comment some important points to consider during the realization of this one. In principle I would like to inform you that you have been selected from among several people. Therefore, I would ask you to be totally spontaneous and sincere in your responses. Also let them know that all the information you provide is monitored and recorded. Guaranteeing them absolute reserve.
- Relaxation Own opinion Confidence There is no answer, neither good nor bad Dynamics to break the ice (Presentation of each one)
- Brief Warm-up:
- Brief review of usage patterns:
- Who in your home goes out to entertainment venues most often? What places do you turn to in your free time for entertainment or entertainment? What points do you take into account when choosing a place to go to spend your free time? What would a restaurant / bar / cinema / nightclub have to have to be innovative?
- Introductory video presentation. Explanation of the concept. We seek to satisfy your needs for entertainment, relaxation and fun, and we offer you a thematic bus in motion, which would provide the service of cinema, theater, disco, etc. Reaction to the concept.
- What is the general reaction to this new idea? What do you expect from this service as opposed to other existing restaurants, cinemas, nightclubs and bars? How do you think your experience using this service will be like?
- How interested are you in using this service, if it existed in Cajamarca? What would be the reason that would call your attention to using this service?
- How much would you be willing to pay to get on the theme bus? How much would you pay for a plate of food / drinks on the theme bus? What determines that you pay that price?
- How would you like the service of these theme buses to be? What would you like to find in this service? If our service were a person, what do you think this would be like?
- Semi Structured Interview
- Brief review of usage patterns:
- Material: a) Sheets of bond paper b) Prints c) Pencils d) Laptop for tabulation. Method:
- Research design: Descriptive Variables: Qualitative Data collection instruments: semi-structural interview, word association and collage. Sample size: 40 semi-structural interviews, 30 by collage technique and 15 by word association technique. (Non-probability sampling for convenience)
| Question 1 | |
| restaurant | eleven |
| Coffee bar | 6 |
| Discotheque | eleven |
| Movie theater | 12 |
| TOTAL | 40 |
Interpretation: Of the 40 people surveyed, 12 prefer to open a bus with the theme of Cinema, 11 with the theme of Restaurant or Disco, and 6 with the theme of Cafe / Bar.
| Question 2 | |
| Good attention | 4 |
| cozy | 4 |
| nice | 12 |
| funny | 4 |
| speed | 4 |
| sophisticated | 3 |
| good music | 3 |
| large | 6 |
| TOTAL | 40 |
| Question 3 | |
| Movement | 35 |
| Static | 5 |
| TOTAL | 40 |
Interpretation: Of the 40 people surveyed, 35 prefer that the service be provided on the go.
| Question 4 | |
| 1 time | twenty-one |
| 2 times | 9 |
| 3 times | 5 |
| 4 times | one |
| 5 times | 3 |
| 6 times | one |
| TOTAL | 40 |
Interpretation: Of the 40 people surveyed, 21 would attend as often as 1 time per week.
| Question 5 | |
| 10 soles | 8 |
| 13 soles | one |
| 15 soles | 12 |
| 20 soles | 9 |
| 25 soles | 6 |
| 30 soles | one |
| It depends | 3 |
| TOTAL | 40 |
Interpretation: Of the 40 people surveyed, 12 would pay 15 soles for a plate of food.
| Question 6 | |
| 8 soles | 8 |
| 10 soles | 18 |
| 12 soles | 3 |
| 15 soles | 5 |
| 20 soles | 4 |
| It depends | two |
| TOTAL | 40 |
| Question 7 | |
| 10 soles | 14 |
| 15 soles | 7 |
| 20 soles | 8 |
| Free | eleven |
| TOTAL | 40 |
- Word Association
| In a mobile restaurant I: | |
| I would enjoy the scenery | one |
| I would experience the food | one |
| I would feel comfortable | one |
| I would go with my friends | one |
| I will eat | 10 |
| I'd visit places while eating | one |
| TOTAL | fifteen |
| In a mobile cinema I: | |
| Environment quality | one |
| I spend time with my friends | two |
| I would have fun | one |
| I would entertain myself watching | one |
| I would watch a movie | 8 |
| I'm not going | one |
| I'd be hallucinating to be a movie actor | one |
| TOTAL | fifteen |
| In a mobile disco I: | |
| I would not enter | 3 |
| I would have fun with my friends | 4 |
| I would go dancing | 4 |
| Would sing | one |
| I would go to see the security and attention | one |
| I'd go see people having fun | one |
| I don't think I can dance | one |
| TOTAL | fifteen |
| In a mobile coffee bar I: | |
| I would experience the quality of service | one |
| I drink coffee | one |
| I would enjoy walking while having coffee | one |
| I would drink coffee to taste | one |
| I would walk having coffee with my friends | 8 |
| I would do my meetings | one |
| I enjoy | one |
| I would order different drinks | one |
| TOTAL | fifteen |
- Quantitative
RESULT OF THE SURVEY APPLIED FOR "THEME BUSES COMPANY"
The objective of our market research for THEME BUSES COMPANY is to investigate what is the acceptance and reception that customers have of a mobile Bar - Disco.
For this we are going to calculate our respective sample:
Population = 812253 INEI
Error = 8%
Confidence level = 95%
P = 50%
Q = 50%
As our population is greater than 100 thousand, our sample results with an error of 8% of 156 people.
RESULTS:
- Sex
| F | 82 | 51.90% |
| M | 76 | 48.10% |
| Total | 158 | 100.00% |
Graphic:
Interpretation: Of the 100% of respondents equivalent to 158 people, 51.90% are female and 48.10% are male.
- Age
| 17-27 years | 113 | 71.52% |
| 28-38 years | 36 | 22.78% |
| 39-50 years | 9 | 5.70% |
| Total | 158 | 100.00% |
Graphic:
Interpretation: The graph shows that 71.52% are people between 17 - 27 years old, 22.78% between 28 - 38 years old and 5.70% between 39 - 50 years old.
- What do you do in your free time?
| To work | 16 | 10.13% |
| Listen to music | eleven | 6.96% |
| Watch TV | 5 | 3.16% |
| Internet | 8 | 5.06% |
| sports | 44 | 27.85% |
| Go out with friends | 46 | 29.11% |
| Family | 13 | 8.23% |
| Sleep | 5 | 3.16% |
| Movie theater | 5 | 3.16% |
| Read | 5 | 3.16% |
| TOTAL | 158 | 100.00% |
Graphic:
Interpretation: The graph shows that 29.11% of those surveyed spend their free time spending time with their friends and 27.85% doing sports and others like sleeping, watching TV, going out with their family. etc
- Do you believe that the existing entertainment centers meet your needs?
| Yes | 77 | 48.73% |
| Not | 38 | 24.05% |
| Perhaps | 43 | 27.22% |
| Total | 158 | 100.00% |
Graphic:
Interpretation: 48.73% responded that they do believe that existing entertainment centers meet their needs, 24.05% are not satisfied and 27.22% may be satisfied.
- Would you be interested in using the service of a mobile bar-disco?
| Very interested | 25 | 15.82% |
| Interested | 69 | 43.67% |
| Neutral | 29 | 18.35% |
| Little interested | 14 | 8.86% |
| Not interested | twenty-one | 13.29% |
| TOTAL | 158 | 00.00% |
Graphic:
Interpretation: 43.67% of the people surveyed would be Interested in using our service, 15.82% would be Very Interested and 13.29% would not be interested in using our service.
- If your answer was negative. For what reason would you not be interested in him
| Insecurity and Danger | 13 | 29.55% |
| Lack of Comfort | 5 | 11.36% |
| I don't frequent | 10 | 22.73% |
| I would not like | 16 | 36.36% |
| Total | 44 | 100.00% |
Graphic:
Interpretation: 36.36% of the total people surveyed responded that they would not be interested in the mobile Bar-Disco service because they simply would not like it, and 29.55% responded that they would not use the service due to the insecurity and danger that they perceive.
- For what reason would you use this service?
| Relaxation | 32 | 26.02% |
| Fun | 55 | 44.72% |
| Curiosity | 36 | 29.27% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: In the following graph we can see that we have 3 alternatives for why they would use this service, we have that 44.72% of the people would go for fun, 26.02% would go for relaxation and 29.27% would go just out of curiosity.
- What theme would you like to see at the Mobile Bar-Disco?
| Classic | fifteen | 12.20% |
| Modern | 82 | 66.67% |
| Rustic | 25 | 20.33% |
| Others | one | 0.81% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 66.67% of the people surveyed answered that they would like a modern theme, 20.33% a rustic theme, 12.20% a classic theme and 0.81% another type of theme.
- What musical genre would you like to listen to or dance to at the Mobile Bar-Disco?
| Reggaeton | 19 | 15.45% |
| sauce | 10 | 8.13% |
| Rock | 17 | 13.82% |
| Romantic | 4 | 3.25% |
| Pop | 3 | 2.44% |
| electronics | 19 | 15.45% |
| Varied | 47 | 38.21% |
| Others | 4 | 3.25% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 38% of the people surveyed would like to dance or listen to a variety of music and 16% would like electronic music and reggaeton.
- What would be the price that you would pay to enter the Mobile Bar-Disco?
| 10 soles | 65 | 52.85% |
| 15 soles | 36 | 29.27% |
| 20 soles | 18 | 14.63% |
| 25 soles | 4 | 3.25% |
| 30 soles | 0 | 0.00% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: Of the total of those surveyed, 52.85% would pay 10 soles to enter the mobile Bar-Disco, 29.27% would pay 15 soles, 14.63% would pay 20 soles and 3.25% would pay 25 soles.
- How much would you pay on average for a drink?
| Alcoholic | ||
| 1 - 5 soles | fifteen | 12.20% |
| 6 - 10 soles | 39 | 31.71% |
| 11 -15 soles | 25 | 20.33% |
| 16 - 20 soles | 24 | 19.51% |
| 21 - 50 soles | 18 | 14.63% |
| 51 - plus | two | 1.63% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: The graph shows that 31.71% of the respondents consider that they would pay an amount of S / 6 to S / 10 to buy an alcoholic baby at the establishment .
| Non alcoholic | ||
| 1 - 5 soles | 68 | 55.28% |
| 6 - 10 soles | 25 | 20.33% |
| 11 -15 soles | 18 | 14.63% |
| 16 - 20 soles | 5 | 4.07% |
| 21 - plus | 7 | 5.69% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 55.28% of those surveyed said that they would pay an average amount between 1 to 5 soles for a non-alcoholic drink and 20.33% would pay an average of between 6 and 10 soles.
- In what places, days and times would you like the Mobile Bar-Discoteca to be located?
| places | ||
| Downtown Cajamarca (Plaza de Armas) | 32 | 26.02% |
| Musical oval or Recoleta | 5 | 4.07% |
| Inca Baths | twenty | 16.26% |
| Does not specify | 29 | 23.58% |
| Market or University | two | 1.63% |
| Airport / Santa Apolonia | 25 | 20.33% |
| Out of the city | 10 | 8.13% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 26.02% consider that a good option for the whereabouts of the mobile Bus Bar-Disco would be in the center of the city of Cajamarca
| Schedule | ||
| 8:00 pm | 40 | 32.52% |
| 09:00 p. m | 26 | 21.14% |
| 10:00 pm | 51 | 41.46% |
| 11:00 pm | 4 | 3.25% |
| 12:00 pm | one | 0.81% |
| Does not specify | one | 0.81% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 41.46% of those surveyed assure that 10:00 pm would be the most opportune time.
| Days | ||
| 4 weekend days | 13 | 10.57% |
| 3 weekend days | 8 | 6.50% |
| Saturday | 24 | 19.51% |
| Friday and Saturday | 35 | 28.46% |
| Saturday and Sunday | 25 | 20.33% |
| Everyday | 3 | 2.44% |
| Does not specify | fifteen | 12.20% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 28.46% of those surveyed believe that the best option to use the service would be “Friday and Saturday” weekends, since those days have free time.
- Why places would you like to walk while you are at the Mobile Bar-Disco?
| Main Square | 9 | 7.32% |
| Recoleta, Santa Ap. | two | 1.63% |
| Tourist places | 22 | 17.89% |
| Central places of Cajamarca | 30 | 24.39% |
| Little traveled | two | 1.63% |
| Outside Cajamarca | 41 | 33.33% |
| Other places | two | 1.63% |
| Does not specify | fifteen | 12.20% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 33.33% of the respondents would like to go outside Cajamarca while they are in the mobile Bar-Disco.
- In what medium would you like us to advertise the Mobile Bar-Disco business?
| TV | 30 | 24.39% |
| Radio | 16 | 13.01% |
| Internet | 73 | 59.35% |
| Others | 4 | 3.25% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 59.35% would like us to advertise the business on the internet and 24.39% would like us to do it on television.
- How often would you use the service?
| Diary | 7 | 5.69% |
| Weekly | 58 | 47.15% |
| Biweekly | 29 | 23.58% |
| Monthly | 24 | 19.51% |
| Quarterly | 4 | 3.25% |
| Does not specify | one | 0.81% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: 47.15% of the respondents answered that they would use the service weekly, 23.58% would use it biweekly and 19.51% monthly.
- Which of these two services would you use the most?
| Pub | 31 | 25.20% |
| Discotheque | twenty-one | 17.07% |
| Both of them | 64 | 52.03% |
| None | 7 | 5.69% |
| Total | 123 | 100.00% |
Graphic
Interpretation: 52.03% answered that they would use both services, 25.20% would use only the bar, 17.07% would use only the disco and 5.69% would not use any service.
- Would you be willing to be a customer of our Mobile Bar-Disco?
| I would definitely be a customer | 18 | 14.63% |
| Would be customer | 80 | 65.04% |
| Neutral | 2. 3 | 18.70% |
| I would not be a customer | one | 0.81% |
| I would definitely not be a customer | one | 0.81% |
| Total | 123 | 100.00% |
Graphic:
Interpretation: Of the total respondents, 65% would be willing to be a customer of our service, 18.70% have a neutral opinion, 14.63% would be definitely willing to be a customer of our service and 1.63% would not be a customer of our service.
Two-Dimensional Statistical Analysis:
- Relationship between age and interest in using the service of a mobile Bar - Disco.
| Relationship between P2 and P5 | Interest | |||||
| Age | one | two | 3 | 4 | 5 | Grand Total |
| one | 19 | 44 | 29 | 19 | eleven | 122 |
| two | 6 | fifteen | two | one | 3 | 27 |
| 3 | two | 4 | two | one | 9 | |
| Grand Total | 27 | 63 | 33 | twenty | fifteen | 158 |
| Relationship between P2 and P5 | Interest | |||||
| Age | one | two | 3 | 4 | 5 | Grand Total |
| one | 12.0% | 27.8% | 18.4% | 12.0% | 7.0% | 77.2% |
| two | 3.8% | 9.5% | 1.3% | 0.6% | 1.9% | 17.1% |
| 3 | 1.3% | 2.5% | 1.3% | 0.0% | 0.6% | 5.7% |
| Grand Total | 17.1% | 39.9% | 20.9% | 12.7% | 9.5% | 100.0% |
Interpretation: 27.8% of the people surveyed are between 17 and 27 years old and are interested in using the mobile Bar - Disco service.
- Relationship between the sex of the respondents and the reason why they would use the service.
| Relationship between P1 and P7 | Question 7 | ||||
| Question 1 | one | two | 3 | 4 | Grand Total |
| one | 18 | 19 | 17 | one | 55 |
| two | fifteen | 37 | 16 | 68 | |
| Grand Total | 33 | 56 | 33 | one | 123 |
| Relationship between P1 and P7 | Question 7 | ||||
| Question 1 | one | two | 3 | 4 | Grand Total |
| one | 14.6% | 15.4% | 13.8% | 0.8% | 44.7% |
| two | 12.2% | 30.1% | 13.0% | 0.0% | 55.3% |
| Grand Total | 26.8% | 45.5% | 26.8% | 0.8% | 100.0% |
Interpretation: 30.01% of the respondents are female and would use the service for fun. 15.4% are male and would use the service for fun.
- Relationship between the age of the respondents and the price they would pay to enter the mobile Bar - Disco.
| Relationship between P2 and P10 | Question 10 | ||||
| Question 2 | one | two | 3 | 4 | Grand Total |
| one | 49 | 28 | eleven | 4 | 92 |
| two | 13 | 6 | 3 | one | 2. 3 |
| 3 | 7 | one | 8 | ||
| Grand Total | 69 | 3. 4 | fifteen | 5 | 123 |
| Relationship between P2 and P10 | Question 10 | ||||
| Question 2 | one | two | 3 | 4 | Grand Total |
| one | 39.8% | 22.8% | 8.9% | 3.3% | 74.8% |
| two | 10.6% | 4.9% | 2.4% | 0.8% | 18.7% |
| 3 | 5.7% | 0.0% | 0.8% | 0.0% | 6.5% |
| Grand Total | 56.1% | 27.6% | 12.2% | 4.1% | 100.0% |
Interpretation: 39.8% of those surveyed are between 17 and 27 years old and would pay 10 soles to enter. 10.6% are between 28 and 38 years old would also pay 10 soles and 5.7% between 39 and 50 years old would also pay 10 soles.
- Relationship between the reason why they would use the service and which of the two services they would use more.
| Relationship between P7 and P16 | Question 16 | ||||
| Question 7 | one | two | 3 | 4 | Grand Total |
| one | 4 | fifteen | 13 | one | 33 |
| two | 7 | 13 | 3. 4 | two | 56 |
| 3 | 3 | 10 | 19 | one | 33 |
| 4 | one | one | |||
| Grand Total | 14 | 38 | 67 | 4 | 123 |
| Relationship between P7 and P16 | Question 16 | ||||
| Question 7 | one | two | 3 | 4 | Grand Total |
| one | 3.3% | 12.2% | 10.6% | 0.8% | 26.8% |
| two | 5.7% | 10.6% | 27.6% | 1.6% | 45.5% |
| 3 | 2.4% | 8.1% | 15.4% | 0.8% | 26.8% |
| 4 | 0.0% | 0.0% | 0.8% | 0.0% | 0.8% |
| Grand Total | 11.4% | 30.9% | 54.5% | 3.3% | 100.0% |
Interpretation: 27.6% of those surveyed would use both services for fun, 15.4% would use both services out of curiosity.
- Relationship between the interest in using the mobile Bar - Disco service and the willingness to be a customer of this service.
| Relationship between P5 and P17 | Question 17 | |||||
| Question 5 | one | two | 3 | 4 | 5 | Grand Total |
| one | 5 | twenty-one | one | 27 | ||
| two | 10 | Four. Five | 8 | 63 | ||
| 3 | 22 | 9 | one | one | 33 | |
| Grand Total | fifteen | 88 | 18 | one | one | 123 |
| Relationship between P5 and P17 | Question 17 | |||||
| Question 5 | one | two | 3 | 4 | 5 | Grand Total |
| one | 4.1% | 17.1% | 0.8% | 0.0% | 0.0% | 22.0% |
| two | 8.1% | 36.6% | 6.5% | 0.0% | 0.0% | 51.2% |
| 3 | 0.0% | 17.9% | 7.3% | 0.8% | 0.8% | 26.8% |
| Grand Total | 12.2% | 71.5% | 14.6% | 0.8% | 0.8% | 100.0% |
Interpretation: 36.6% of the respondents would be interested in using the service and willing to be a customer of the service.
- Potential market:
The potential market is 284,288.55 people.
| POTENTIAL MARKET | |
| Population of men and women aged 17 to 50 years. | 812,253.00 |
| Total population in the city of Cajamarca (INEI, 2015) | 1,529,755.00 |
| Age range % | 0.53 |
| Socioeconomic level (BYC) | 0.35 |
| FORMULA | 284,288.55 |
- Available Market: 124,149 people are interested in using our service.
| AVAILABLE MARKET | |
| Potential market | 284,288.55 |
| Interested people | 0.4367 |
| Socioeconomic level (BYC) Inhabitants | 124,149 |
- Cash Market: We have 19,640 who after learning about our product are willing to be customers.
| EFFECTIVE MARKET | |
| Market available | 124,148.81 |
| Very interested people | 0.1582 |
| Socioeconomic level (BYC) Inhabitants | 19,640 |
- Target Market: Our goal is to satisfy 5,892 people (30%) of our sample, which will be reached in the short term.
| TARGET MARKET | |
| Market available | 19,640.34 |
| Target market | 0.30 |
| Socioeconomic level (BYC) Inhabitants | 5,892 |
- Schedule of Activities Human Resources Budgets
| REQUIREMENT OF RAW MATERIALS AND SUPPLIES | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| CONCEPT | QUANTITY | UNIT OF MEASUREMENT | UNIT COST WITHOUT VAT (S /.) | ||||||||||||||||||||||||||||||||||||||||||||||||||
| Supplies | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Labeled | two | Meter | fifty | ||||||||||||||||||||||||||||||||||||||||||||||||||
| UNIT TOTAL | fifty | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| PAYMENT OF SOCIAL BENEFITS | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Concept | Rate | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| CTS | 8.33% | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Bonuses | 16.67% | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Holidays | 8.33% | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Essalud | 9% | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| TOTAL | 42.33% | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| REQUIREMENT OF ADMINISTRATIVE PERSONNEL | |||||||||||||||||||||||||||||||||||||||||||||||||||||
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| INTAGIBLE INVESTMENT COST | |||||||||||||||||||||||||||||||||||||||||||||||||||||
| Concept | Total cost | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Preparation of minutes | 40 | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Public deed | 200 | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Municipal license | 183 | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Bank account opening | fifty | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Trade mark | 548 | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| TOTAL | 1021 |
| TANGIBLE FIXED INVESTMENT COST | ||||||
| Concept | Quantity | Unit cost without VAT | Total cost without VAT | Depreciation rate | Useful life | Annual depreciation |
| Production plant implementation | 49920 | 4992 | ||||
| bus purchase | two | 24960 | 49920 | 10% | 10 | 4992 |
| Kitchen | two | 1000 | 2000 | 10% | 10 | 200 |
| Computer and communications equipment | 5096 | 1274 | ||||
| Computer | two | 900 | 1800 | 25% | 4 | 450 |
| Tablet | 4 | 660 | 2640 | 25% | 4 | 660 |
| Epson multifunction printer | two | 328 | 656 | 25% | 4 | 164 |
| Furniture and fixtures | 15200 | 1520 | ||||
| Tables | 16 | 250 | 4000 | 10% | 10 | 400 |
| upholstered armchairs | 32 | 350 | 11200 | 10% | 10 | 1120 |
| TOTAL | 70216 | 7786 |
- Analysis of data
To carry out the data analysis, they have already been captured in Excel and analyzed in it. It was done in order to achieve a better analysis and verify their reliability, so all these data have led us to a more effective result of our planned objectives, the analysis we carried out has led us to a specific decision and power carry the service as and in accordance with our analyzes reflected.
Conclusions
We can conclude that after carrying out each of the studies presented in this document, several important decisions can be made for the future of this project, since with all that we have obtained, we will know how we should provide the service. Additionally, we are clear about the objective of our clients, what their tastes, preferences and demands are, what are the prices they are willing to pay for the different drinks offered, with all the results obtained we know that we have not yet managed to achieve with all the services that we propose at the beginning but only with Bar-Discoteca,Since by making the first information that was our focus group, we concluded that they agreed with the 4 services that we were offering at the beginning that Theme buses company would have to have different "classic and modern" spaces, with good music, different decorations, and tracks of dancing in motion, since it is an interesting and innovative idea in the city of Cajamarca for the disco bar category, also showing the acceptance of a mobile restaurant since it will meet your expectations of distraction by using a single space of your time to eat and get to know different locations in Cajamarca, thus preferring areas far from the city, in the open air, with landscapes to be seen and also the emblematic and historical places of Cajamarca, taking into account the conditions of the Cajamarca streets;since they seek in our service the perfect relaxation, peace and comfort that they cannot find in other places. A place where the price is offset by the service.
But to have more complete information we have carried out a survey, from which we have concluded that more or less 81% of the respondents answered that the services to be offered would only be from Bar-Disco Móvil and that they are interested in using our service, that would be our clients, then we can see the results that maybe it was not as we expected but if we have been able to have better results with the support of our clients since they responded they would be interested in using it, the exact price to pay is 10 soles, also the places where they would like our bus to be mobilized. All this analysis is analyzed with the highest percentages that the respondent gave an opinion in this quantitative method.
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Bibliography
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