Estudio de mercado para determinar la factibilidad de comercialización de porcelanato líquido en la ciudad de Quito

Abstract

This research work whose objective was to determine the acceptance of the product in the sector applying the methodology and tools studied in the university educational period. Regarding the research methodology, the qualitative-quantitative approach was applied, the explanatory and descriptive level, while the techniques used were observation, interview, and survey, through which it was possible to determine that 55% of our target population has their own home and additionally they are interested in the acquisition of liquid porcelain tile for the remodeling of small spaces in their home, projecting an annual demand of 432,137 m2 with a profit of 35%, generates $750,609.81 without even considering operating expenses. The proposal is based on the elaboration of a market study in which the products required for the commercialization of liquid porcelain per m2 are detailed, the advantages of installing this product and the required demand that is projected to be supplied annually and with the help of the Balance Scorecard, the feasibility of commercializing the product in the Turubamba parish was determined, for which it is subsequently suggested to carry out a business model with its respective technical and financial study.