Market research for the creation of a craft beer factory in Canton la Troncal

Abstract

The following research work offers a market study of the beer industry in Ecuador specifically in the canton La Troncal by applying a survey, with the aim of perceiving the feasibility of organizing a PYME, in addition marketing strategies were used, considering the product, price, promotion and place. La Troncal has a population of 54.4 thousand inhabitants and the information was obtained through surveys with a sample of 276 people. Once the results of the survey have been obtained, the respective tabulations and graphs will be made, which will serve to verify the level of acceptance that consumers have regarding the creation of a Craft Beer Factory, determining that there is a demand of 81%. This work intends to contribute with real data for future financial feasibility studies.