Investigación de mercado a la cafetería Coffee Life en Pénjamo, Guanajuato.

• Autores: Jennifer Cortes, Julieta Varela, Candelaria García, Gabriela Bravo, Juana Galván
• Localización: Ciencias Administrativas y Sociales Handbook T-V: Congreso Interdisciplinario de Cuerpos Académicos / coord. por García Nélida Carmona, Guadalupe Santamaría Ramírez Yuridia, Leticia Almanza Serrano, 2014, ISBN 978-607-8324-05-7, págs. 63-69
• Idioma: español
• Enlaces
  • Texto Completo Libro (pdf)
• Resumen

  • In Mexico, small business account for 95.2% (4.8 million) of all firms; 4.3% (221,194) are small businesses; 0.3% (15,432) medium and 0.2% (10,288) big companies. Microenterprises employ 45.6% of all workers; small to 23.8%, medium 9.1% and 21.5% big. Small business generate much of the economic activity in the country and employ nearly half the country's population.(INEGI, 2009) Given the importance of this type of enterprise, conducted market research for the preference and recognition of the cafe " Coffee Life " located in in the state of Guanajuato Penjamo Township ; the organization is focused on the production and marketing of coffee and is recognized as a pioneer in selling coffee in the town . A quantitative methodology was used to determine the consumption of coffee by the customer, the preference for various cafes and identify positive and negative factors in the café "Coffee Life" with respect to competition; a questionnaire was applied to 169 people and the results have served to develop proposals to help address the areas of business opportunity.