second submission market research con las formulas para calcular las muestras final

7/24/2019 Second Submission Market Research Con Las Formulas Para Calcular Las Muestras FINAL

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UNIVERSIDAD DE LOS ANDES

Marketing Research

Professor: Andrs Barrios

Juan Sebastin Snchez Velandia Cd. 200914797

Jean Michell Rodrguez Nez Cd. 201015917

Santiago Macias Hernndez Cd. 201113721

Jaime Alberto Amaris Peuela Cd. 200922652

SECOND SUBMISSION


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SECOND SUBMISSION MARKETING RESEARCH PROJECT

Introduction

According to our observation process and approach to the subject of the

customer service and experience provided by restaurants in Bogot, we have

come to the recognition that there is a business opportunity. We have found

that eating in restaurants has a social component that the customers perceive

as highly valuable. The cultural paradigms are shifting towards a fresh,

innovative and fun way of dining. For that reason, next we have defined the

Marketing Research process to evaluate the perception of the potential

customers of our business model.

Defining the Problem


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Determine if Bogotas society is culturally ready to accept a totally

different service model in traditional restaurants, which we call full dining

social experience.

As we have seen, Bogotas traditional restaurant model is characterized

by direct service to the customers, where the order is taken and then it is

delivered by the employees of the restaurant. Another way of service is the one

characterized by turns, which have being implemented in Colombia with great

success. Our purpose is to measure the degree to which people is able to

accept the full dining social experience, with some feedback of similar

experiences that some restaurants have had throughout time in the

Colombian market.

Symptoms (Related to the Problem)

Absence of restaurants which actually implement this service

model in the city.

In places with a great affluence of consumers, often fails to

deliver a good service due to the delay in the processes

associated with traditional service in restaurants.

Costs implied with the traditional service in restaurants tend to

be high.

The market of food chains and restaurants its actually

oversaturated and lacking of innovative options.Bogotas society could not be ready for a new type of service in

restaurants.

There is a big amount of competition in the restaurants market.

Customers are always looking for new experiences in the process

of consuming products and services.

Managerial Decision

As a manager the decision we have to face in this project is

whether to invest or not ina new business model in the

restaurants and food chain sector with the new full dining social

experience, taking into account the chances of acceptance of the

new model by the customers and the costs that this business

would bring.


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Research Objectives

Identify the target market

Information Needs: Psychographic and Demographic

characteristics

Locate and measure the target

Information Needs:the places they use to hang out and the

number of people that usually go out.

Describe the Target Market preferences regarding food and eating

Information Needs:Time, Type of food and Price

Measure customer satisfaction within the current offering in the

restaurant business model

Information Needs:Where

Ethics and Vulnerability Assessment of the Project

Our marketing research project tries to be the less invasive as possible

and will be guided by a sense of justice, respect and beneficence. By being

beneficence we will avoid all unnecessary harm because our research

methods will be under informant consent. We will respect the privacy and

autonomy of the consumer and will not try to deceive them in any way. The

benefits of our work will be the result of our group work through the semester

and will be available as an academic article, which can be distributed fairly

among all individuals involved in the investigation.

Investigation method:

Through exploratory investigation we expect to have enough information

on the possible success of the business model. By means of a Focus Group, a

descriptive technique, we try to discover perceptions, opinions, beliefs, and

attitudes towards the currents restaurant business models. To further our

investigation we will proceed to make a quantitative study through a series of

sample surveys with people whom may be interested in the new type of servicewe are offering.

Results formulation

How do we present them?


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The results that will be evaluated are primarily qualitative because our

problem is about consumer perception, so the results will be highly

interpretive (Testimonials, written fragments of the interviews, etc).

Nonetheless, we will use a range of tools to analyze the quantitative

information we can gather from different techniques as the surveys, forexample, some of the measure of satisfaction tools described above, which give

us different outputs like comparative scales, charts, interval measures and

statistical properties. According to this, we will collect all that information and

present it in power point presentations, Prezi presentations or others modern

ways of showing quickly and effectively the results.

Timetable

Exploratory Research

During the Exploratory Research we consulted different

secondary sources referred to the tendencies in the behavior of

Colombian people.

First, we found an interview made to Camilo Herrera, Raddar

President- considered an expert in Colombian consumption

behavior. According to Herrera, the consumption structure of theaverage Colombian is determined for five reasons: income level,

buying opportunity - closeness, credit capacity, reason for buying

and brand power. Food, housing, education, transport and

communication and other expenses are some of the products,

according to Raddar studies, the main motive for Colombians to

consume is by the need, while articles of clothing and related


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expenses with culture, fun and entertainment are attributed to

enjoyment.

"Over 70% of consumption in the country is a cost incurred by

necessity due to many factors, including that we are a developing

economy and we have great income limitations and needs and

housing supply," says Herrera. As well, he explains that theaverage Colombian is willing to give cash, because he/she has

the capital to invest in what he/she needs each day and doesnt

spend beyond that.

Taking about of the actual amount of the expenses, Herrera

explains that monthly consumer income invests between $0 and

$350.000, the average consumer, between $350.000 and

$750.000 dollars and the high consumption one from $750.000.

"These people are limited to purchasing products, for three main

reasons: necessity, opportunity and ability to purchase. One

example is that when I go to a place to buy a product that usedto cost $ 1000 and now costs $ 1,100, this small increase is for

me a great inflation because I cannot acquire product fractions in

most big chains country, while in other neighborhood stores I can

negotiate the price with the shopkeeper, "says Herrera.

In this situation, the seller or supplier of certain goods or

services must contact the consumer's situation and understand

how you make the decision to purchase and also give the user

the need, opportunity and ability to do it .

The statistics warn that frequent places acquisition of consumer

goods in Colombia are convenience stores ( 46 % ) , department

stores ( 22 % ) , market ( 10% ) , specialized sites (9 % ) , bakeries

(5% ) , Hawker ( 3%) and others such as shopping centers ,

drugstores and plazas.

On the other hand, we found out about the different levels of

measurement and scaling. A common feature of marketing

research is the attempt to have respondents communicate their

feelings, attitudes, opinions, and evaluations in some measurable

form. To this end, marketing researchers have developed a range

of scales. Each of these has unique properties. What is important

for the marketing analyst to realize is that they have widely

differing measurement properties. Some scales are at very best,

limited in their mathematical properties to the extent that they

can only establish an association between variables. Other scales

have more extensive mathematical properties and some hold out


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the possibility of establishing cause and effect relationships

between variables.

What we learned was that there are four levels of measurement:

nominal, ordinal, interval and ratio. These constitute a hierarchy

where the lowest scale of measurement, nominal, has far fewer

mathematical properties than those further up this hierarchy ofscales. Nominal scales yield data on categories; ordinal scales

give sequences; interval scales begin to reveal the magnitude

between points on the scale and ratio scales explain both order

and the absolute distance between any two points on the scale.

The measurement scales, commonly used in marketing research,

can be divided into two groups; comparative and non-comparative

scales. Comparative scales involve the respondent in signaling

where there is a difference between two or more producers,

services, brands or other stimuli. Examples of such scales

include; paired comparison, dollar metric, unity-sum-gain andline marking scales. Non-comparative scales, described in the

textbook, are; continuous rating scales, itemized rating scales,

semantic differential scales and Likert scales.

References of the Exploratory Research

- Agriculture and Consumer Protection (1997). Levels of

measurement and scaling. Recovered the day 16 of August of

2013, from

http://www.fao.org/docrep/w3241e/w3241e04.htm

- Castro, A. (n.d). Tendencias de Consumo en Colombia.

Recovered the day 15 of August of 2013, from

http://www.m2m.com.co/interna.asp?mid=14&did=16Castro,

A. (n.d).Tendencias de Consumo en Colombia. Recovered the

day 15 of August of 2013, from

http://www.m2m.com.co/interna.asp?mid=14&did=16

Descriptive Research

Qualitative Study

- Focus Group


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During our Marketing Research Process we realized that the best approach for

the Descriptive Research was the Focus Group because we wanted to gain

insight in the consumers perceptions of the service and understand why they

use the current services. The focus group was used because the topic at hand

is common to everyone, doesnt require previous specialized knowledge and isnot a sensitive topic that raises intimacy concerns.

The Focus Group was held at one of the Gesell Chambers ofUniversidad de

los Andeson October 2ndduring afternoon time, with the attendance of 7

people plus the moderator who was a team member. Beforehand we design a

series of guide questions (See Annex) so the moderator could remember the

important aspects he had to ask during the Focus Group and keep track of it.

While the other members were behind the glass recording and taking notes.

Also to gather extra information we use some projective techniques likePicture This Picture ThatTM(See Annex) where we showed the participants a

series of pictures and ask them about what the pictures make them feel or

what come to their minds when they saw them, and Word-Association Test

where we ask the contestants to tell us what do they think when we put

together two different words like Food+Music. We find that these techniques

are useful to get insights about the kind of service they are accustomed to,

and what characteristics they wish that a different kind of service could

provide.

- Hermeneutic Analysis

Vanessa Daza

Vanessa is interested in trying new things. She often demands be surprised

by the chef with some exotic, new, and vary unique recipes. She specially

highlights a ceviche prepared in a small restaurant in Taganga, Santa Marta,

Colombia, prepared by a local chef. Vanessa puts a lot of importance in the

menu of the restaurant. More than the appearance of the restaurant she

searches for a unique menu that offers her delicious food. In the focus group

she talked about Sushi Rail, a new business model that has opened in

Bogota. She is a frequent customer in restaurants because she doesnt limit

herself to special occasions; any excuse is good for her. She doesnt like to go

alone to restaurants; she values greatly the social component of dinning in

restaurants.


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Luis Amaris

Luis often goes to El Tambor because its a different dining experience that

offers a very high social component. He said its a different plan from other

normal restaurants and that it is almost necessary to go in group. As he lives

away from his family (they live in Barranquilla), he values so much the

experience of sharing dining time with them, specially attempting to visit

newfangled places where he and his companion can delight with those new

offerings and enjoy unforgettable moments. On the other hand, he is quite

extroverted, for that reason he likes to try different sort of restaurants with

his peers.

Luis Enrique Parada

He likes the taste of Colombian food. He likes Colombian restaurants like LaBonga del Sin (a traditional coastal restaurant) which principally offers a

wide range of steaks and other exotics food entries such as coastal serum,

plantain chips, boiled cassava, etc. and it has many service points in the city

of Bogota. Luis also talked about La Fragata, a local restaurant that has more

than 40 years of tradition and it has established as a premium quality

restaurant in the city. It specializes on sea food and its recognized by its

elegance, exclusivity and also because its a rotating restaurant and this isnt

common among the restaurants he has visited. As he expressed, family is a

main priority in his life and he enjoys sharing with them through the week

and specifically on weekends, so he remembers different places in which the

spotlight for him was the possibility to interact with his family and even

discuss some personal problems, that means the importance of a nice and

comfortable place, beyond others factors like the menu, the price, among

others.

Andrs Hernndez

Andres remembers a very pleasant evening with his family at the Decameronrestaurant in Santa Marta located in the Galleon Ship. He also expressed the

importance of the atmosphere that the restaurant creates. He remembers

visiting a restaurant in Usaqun that had a different atmosphere in each floor.

He doesnt remember the name but he recalls it had four floors one of which

was specially designed for sports watching. When the self-service idea was


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mentioned he supported the idea and tough it could have success in the

market as long as it tried to involve a social component. He thought it would

not have success with families because they could do these activities at home.

This idea was supported by virtually the rest of the participants.

Paula Medina

For Paula the best food is the traditional Colombian cuisine. She also likes

staying at home to cook with friends or family. She likes restaurants with style

with special themes that creates a good atmosphere. One of the restaurants

that have marked his culinary experiences is a Buffet Restaurant in Boston,

US, and the reason she loved it was because she could find the raw

ingredients like the different kinds of meats, vegetables among others, and

prepare them by herself and she could choose what she wanted, the preferred

quantity and the way she want the food to be prepared. She supported the

idea of Luiss idea that the social component of the restaurant experience is

very important. She also visited the Decameron Galleon restaurant and

remembered it had seats that resembled a roaster and a deck decorated with

seafood.

Julin Prez

For Julian the important component of dinning in a restaurant is going with

company because he lives alone and doing so gives him an opportunity tosocialize. He normally goes out to eat with family or friends. He talked about a

restaurant in Bucaramanga which only opened the weekends. The added

value of such restaurant is that the chef puts on a show where he explains

how to prepare the dishes and tells some interesting culinary tips. The show

is made on a very limited but very delicious variety of dishes. The chef goes

from table to table maintaining constant contact with clients. He also

mentioned another restaurant where people fish their own food and pays an

establish price that is not determined by the weight of the specimen they

catch. This type of restaurant actively involves clients in the creation of the

plates. He mentioned that he thought blind restaurants were very interesting

because it proposed a new experience.

Jessica Ovalle


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In general Jessica prefers to go out to restaurant in special occasions, with

friends, or with her boyfriend. She talked about a pizza place behind Bulevar

Niza that she liked because of the service, the menu and the atmosphere it

created. Another restaurant that made an impression in her was a meat

restaurant in Argentina located in Puerto Madero, just besides La Plata River.Even though she is not a fan of meat, she enjoyed it because of the quality of

the food and the culinary reputation of the region. Fortunately, she has had

the opportunity to travel to several places around the world and she has a

well-defined description of what a good restaurant for her should and shouldn

t have, among those things she believes that going out for dining is not an

often activity, but a sporadic situation and she expects to be surprised by a

blending of a good place, menu, service, from ingredients to the final dish and

the intrinsic details the experience can offer her to make it unforgettable.

Crossed Analysis

Objective 1:Identify the target market taking into account the demographic

and psychographic characteristics as the information needs.

Objective 2: Locate and measure the target according the places they use to

hang out, and the number of people that usually go out as the information

needs.

Objective 3:Describe the Target Market preferences regarding food and eating

according to time, type of food, price and social component as the information

needs.

Objective 4:Measure customer satisfaction within the current offering in the

restaurant business model.

Objective 1 Objective 2 Objective 3 Objective 4

Vanessa Demographic:

She presentssome attractive

characteristics

that make us

think of her as a

potential client

for our service.

Vanessa stated

that the locationof the restaurant

was not

important for

her. But

analyzing the

locations of the

Vanessa

commentedthat her

favorite type of

food is seafood,

mainly shrimp.

She also

mentioned that

From the

projectivetechnique we

shared images

from different

types of

restaurants.

Vanessa expressed


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She is part of our

age target that

goes from 18 to

25 years of age.

She is part of ahigh income

family with

sufficient

purchasing power

to have access to

the type of

service we are

offering. She has

already finished

basic education

and is in

progress of

obtaining her law

degree. She lived

in the north

coast of Colombia

in La Guajira

until she

graduated of

Colegio Albania

and went off to

learn French and

Portuguese. After

spending a year

out of the

country she cameback to study in

La Universidad

de los Andes

which is the

reason she lives

restaurant she

mention we

concluded that

she preferred

restaurantslocated in the

Zona T and near

the 100 street

with 8 avenue.

The restaurant

she thought of

when we were

doing the

projective

technique was

located in

Taganga a

famous beach

near Santa

Marta. She

mentions that

she normally

goes eat with

family or friends

that come to visit

from the coast or

other countries.

After taking into

account all these

aspects we

concluded thatfor her the

location of the

restaurant does

have a relative

importance.

an important

factor for her is

the menu the

restaurant

offers. She saidthe menu

needs to be

original and

innovative.

Another

example of

restaurant

mentioned by

Vanessa was a

new business

model

implemented

near the 93

park. The

model

consisted of a

rail that

rotated across

the

establishment.

In the rail that

rotated people

could pick up

the type of

sushi they

desired.

During the

focus group we

perceived that

Vanessa is a

a preference for

image #1. The

words that came

into her mind

when she saw theimage were

cleanness,

organization,

professionalism,

and quality. In

contras she

thought image #3

was common,

noisy, dirty and

unprofessional.

Since the third

image was a

common

restaurant in

Bogota we

concluded that

she likes high

class restaurants;

fact that should

not be surprising

given her social

status.


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in Bogota in this

moment.

Psychographic:

She likes toexperiment new

and exotic

cuisine. She is

adventurous and

likes to be

exposed to

unexpected

situations.

Because of this

hunger for exiting

new experiences

has taught her to

adapt quickly to

different

situations.

very social

person; fact

that was

reflected in the

differentexperiences

she shared

with us. She

expressed that

the social

component

was a very

important

factor when

dinning.

Luis Demographic:

Luis is also part

of the range of

age we are

targeting that

goes from 18 to

25 years of age.

He has a high

purchasing power

because he

comes from ahigh income

family. He is

currently

obtaining his

degree in

His favorite

restaurant in

Bogota is called

El Tambor

which is located

in La Calera

just outside the

suburbs of

Bogota. He said

that he liked

the outdooratmosphere it

created with

lots of open

spaces and

green areas.

The favorite

food for him is

also seafood,

although he

also likes

roasted

Colombian

food. It was

interesting to

see that for

him roastedfood is one

which has to

be ordered in

group with

friends or

For Luis the

current offerings

in the restaurant

business are

insufficient.

Although he

prefers outdoor

restaurants he

also enjoys quality

restaurants within

the city.He thinks the

current offerings

of restaurants

within the city are

limited and are


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economics and

graduated 4 year

ago from Colegio

Albania. He was

born in the city ofBarranquilla but

lived almost all

his life in La

Guajira. He

currently lives in

the city of Bogota

and studies in

the Universidad

de los Andes.

Psychographic:

He expressed his

interest for

quality in the

food and

atmosphere of

the restaurant.

He likes

restaurants that

manage high

standards but

that include a

unique and

special

characteristic

thatdifferentiates

them from the

rest.

Taking into

account his

description we

concluded that

Luis will prefera restaurant

located in the

periphery of the

city that offers

him big open

spaces.

family.

Following these

idea he stated

that going out

to ear is anactivity that

has a great

social

component and

that he often

does it when

his family

comes from

Barranquilla to

visit him. For

Luis price is

not an issue,

he likes

enjoying high

quality food

with good

service. For

him reputation

of the

restaurant

reflects the

high standards

it manages.

reduce to a few

concrete areas in

Bogota like the

Zona G, Zona T

and the Parque dela 93.

Paula Demographic: Paula said she Paula stated For her the


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She is also part

of a high income

family which

makes him a

suitable target.Age wise he

makes part of the

target market

because he is

between 18 and

25 years of age.

Psychographic:

She is a very

reserved person

who prefers quite

predictable

situations that

makes her

comfortable.

often goes to

restaurant

located in the

north of Bogota.

She also enjoyseating at the

suburbs where

she can find

restaurants

with big opened

spaces far away

from the city

noise. She

often goes out

with her family

or alone with

her boyfriend.

she likes

traditional

Colombian

food although

she also hasgreat

admiration for

Italian cuisine.

Respect with

presentation

she likes to eat

in buffets.

During the

focus group

she wasnt very

proactive or

participative;

but she did

place great

importance in

the social

component of

going out to a

restaurant.

creation of a

unique style and

its repercussions

in different details

of the restaurantis very important.

She said the

theme should be

reflected in many

different aspects,

from the food to

the way their

present their

menus. When

Paula was asked

to see image #1

she thought all

the aspects where

well organized and

matched her view

of a good

restaurant. When

asked to comment

on image #3 she

told us that she

liked it because it

represented

typical Colombian

food but that she

still preferred

image #1.Jessica Demographic:

Similar to the

rest of the

subjects she is

within the age,

She mentioned

different

restaurants in

different

locations which

She didnt

mention a

preference

towards a

specific type of

She thinks that a

very important

aspect for the

success of a

restaurant rests


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education, and

income range

that we have

established as

the targetmarket.

Psychographic:

She is a very

proactive subject

with opinions in

every aspect

discussed in the

focus group. She

likes doing

outdoor activities

but does not hate

doing her every

day obligations.

She likes to travel

a lot and be

exposed to

intense

situations.

suggest she

doesnt have a

preference for a

specific location

when it comesto choosing a

restaurant. We

concluded that

location is an

irrelevant

aspect for her

as long as the

restaurant

offers great

value.

food but she

did clarify she

didnt like

meat. Price is

not animportant

aspect for her

as long as the

quality and

taste of the

food are good.

In respect with

the social

component of

dinning she

told us it is

very important

for her because

she associates

restaurants

with special

occasions like

birthdays or

anniversaries.

She goes out to

restaurants to

socialize with

friends that

she doesnt see

very often.

on the quality of

the service it

offers. She

mentioned a

humble pizzaplace near Bulevar

Niza which left a

very good

impression on her

precisely because

of the good

customer service it

offered.

When we showed

her the images she

thought #3 evoked

words like noisy

and dirty. When

asked what words

came into mind

when she saw

image #1 she said

clean and

autonomous.

We can conclude

that within the

current offers in

Bogota there are

restaurants that

satisfy Jessicas

expectations butare not always

easy to find

because of the

high standards

Jessica expects in


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customer service.

Julin Demographic:

Similar to the

rest of thesubjects he is

within the age,

education, and

income range

that we have

established as

the target

market.

Psychographic:

During the focus

group

development, he

demonstrates to

be a very quiet

person, which

only expresses

his opinion when

it was asked. He

also expresses

that he likes to

practice sports.

Julian is not

from Bogota but

is currentlyliving in a very

central point of

the city. Julian

prefers

restaurants that

are close to his

home because

of the variety of

options that the

central part of

Bogota offers.

On the

weekends

Julian moves to

the north part

of Bogota to eat

at restaurants

with his family

or friends.

For Julian

Price is a very

importantfactor when

choosing where

to eat. Because

he lives alone

he needs to

worry about

many

expenses. To

enjoy a meal in

a restaurant he

looks at

restaurants

that offer a

good price

without giving

up on the

quality of the

food. Although

of his

economical

view he

expressed

great interest

in a restaurant

that offered a

new type ofdining

experience. He

said he was

interested

because the

Because Julian

lives in a location

where there aremany restaurant

options with a

great variety of

foods and prices,

he says he is

satisfied with the

current offers

available to him.

Despite of these

when asked what

experience he

remembered the

most he spoke

about a very

unique type of

business model

implemented in a

restaurant located

in Bucaramanga.

He mentioned that

these restaurant

obligated

customers to be

involved in the

cooking process.

He also spoke of arestaurant that

required people to

fish their own

food. They paid a

fixed price that did


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experience

offered him a

chance to go

out with

friends andsocialize, one

of the aspects

that he doesnt

get a chance to

do very

because of him

living alone.

not depend on the

weight of the fish

the client cached.

Andrs Demographic:

Similar to the

rest of the

subjects he is

within the age,

education, and

income range

that we have

established as

the target

market.

Psychographic:

Andres is a very

participative

person, he was

always trying to

give his personal

opinion about

every topic asked.He like to make

different types of

activities like

painting and also

practice a lot of

When Andres,

from Bogota,

was asked to

name

restaurants that

he liked he

named many

located in the

Usaqun sector.

He said

restaurants in

Usaqun had

great service

and the area

offered a variety

of

entertainment

offers. He said

he had visitedmany bars and

cinema options

besides

restaurants.

When Andres

Andres takes

into account

prices when

choosing a

restaurant, but

if the service

offered has

great value he

can overlook

this factor. He

says he will go

to expensive

restaurant if it

had many

atmospheres

and a high

quality service.

He mentioned

a restaurantthat had

different

atmospheres in

each floor and

was composed

For Andres,

Bogota has a big

restaurant market

but he clarified

that it could still

be expanded. He

demonstrated

great interest in

developing new

restaurant models

that involves

customers in the

preparation of

their food.

When asked to

evaluate the

images he found

no interest for

image #2. Whenhe saw this image

he thought of

eating at home

instead of going

out to eat.


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sports. goes out to eat

he often goes

out with his

family and

friends.

of 4 different

atmospheres.

The last floor

was specially

designed forpeople who

wanted to

watch sport

games.

He said the

business model

proposed by us

should be only for

couples and notfor families

because these last

ones could do this

at home.

He also mentioned

a restaurant that

had the form of a

Galen which

had a very

interesting theme.

The deck was

covered with

shrimp and the

inside with

roasters.

Luis

Enrique

Demographic:

Similar to the

rest of the

subjects he is

within the age,

education, and

income range

that we have

established as

the targetmarket.

Psychographic: Is

a very kind

person, always

trying to give his

personal opinion.

Luis expressed

that the

location of the

restaurants isnt

of his concern

as long as it is a

safe place. He

told us that he

takes his car

with him inmany

occasions. The

security issue is

very important

to him

independently

He also

commented he

likes

Colombian

food, specially

meat. He says

that he is

neutral when it

comes to top

prices andlikes to try

other types of

foods. He

argues that

one restaurant

cant have an

He argues that he

likes the current

offering in Bogota

because he is very

interested in

Colombian food.

When he saw

image #3 he

described the

traditionalColombian

restaurant as

dangerous and

cheap.

Because of these

we can conclude


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He is talkative

person, likes to

express himself

openly.

of the type of

food he is going

to have or the

distance he has

to travel to getto the

restaurant. Luis

says he often

dines with his

family since its

a very

important factor

in his life.

Although he

assured that

the location is

not important

for him he

mentioned two

restaurants, La

Bonga del Sin

and La Fragata,

and they are

both located in

the north of the

city.

atmosphere for

the different

types of plan

you can do. He

told us that arestaurant that

has a family

atmosphere is

not appropriate

to go with

friends. He

highly value

the social

component of

dinning.

that the current

offer could be

upgraded with the

new service we are

proposing.

Quantitative Study

- Survey Design

The survey is in the Excel Annex, for purposes of making easier to the people

who are not so good at English to answer we developed the survey in Spanish.


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To calculate the sample size (n) of every question we identify whether the

variables were categorical or numerical in each one of them, then we identify

which kind of data is requested in the question between Nominal, Ordinal,

Interval and Ratio. Finally to adjust the number to the actual population we

made a correction to (n) considering 16000 as the whole population of thestudents in the university (N). Finally we estimate an Error of five percent for

every calculation.

The Formulas we used to make the calculations were:

n=Z2S

2

Erro r2 For Numerical Variables

n=z2p(1p )

Erro r2 For Categorical Variables

n=n

1+( nN) The Correction for the Population

Conclusions

-Analysing the study we have confirmed that students from 18 to 25

years old with high purchasing power can be considered our target

market. According to the study we can conclude that these students

attend the current fine dining offerings and would be interested in

the type of service we are willing to offer.

- From our study we have discovered that this target market usually

hangs out in the T Zone, G Zone, and often go to restaurants that

are located near their homes. They usually go in couples, with family

or friends, usually in groups of five or six persons. Most of them live

in the north side of the city.

- Most of them didnt considered price a relevant aspect in their

purchasing decision, provided the restaurant had a good quality


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services. Our target market preferred a high quality restaurant with

a stylish and elegant atmosphere. Regarding the food itself each one

had different preferences but they all agreed on the necessity of wide

range of choices.

- Everyone was satisfied with the current dining offerings but said

there is space for improvement. They seem to be quite open minded

to new experiences and offerings; those came up to their minds

mainly from what they had seen during their trips abroad.

According to their descriptions and assessments of their

experiences, it is possible to highlight that those qualities in which

some restaurants are excellent at, others lack. For that reason, there

is a big gap for improvement in the way it can be offered what we

named The full dining social experience and integrate all thevalued aspects by the customers as a whole.

Annexes

Focus Group Question Guide

1.Apertura

Presentacin del moderador (juan), presentacin de los diferentes integrantes

del focus group. Presentacin de los objetivos del focus group. (conocer su

percepcin sobre los modelos de tipos de restaurantes. NO hay respuestas nibuenas ni malas).

Contextualizacin del tema.

2.Gua de preguntas.

1-Que restaurantes conocen actualmente.

2-En que ocasiones frecuenta estos restaurantes. (situaciones especiales,

aniversarios, cumpleaos, etc.)(3)

3-Generalmente con quien acostumbra a comer?(3) y (1)

4-Cul restaurante le ha generado la mejor impresin? Describa brevemente la

experiencia.(4) y (3)

5-Qu tipo de comida es su preferida?(3)

6-Les gustan los restaurantes temticos? Describa estos.(3) y (4)

7-Que restaurantes alternativos a frecuentado? (nacional e internacional)(4)

8-Que tanto valoran el componente social a la hora de comer?(3)

9-Les gusta cocinar o les gustara aprender a cocinar su comida?(1) y (3)

10- (3)


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Comida + Tiempo =

Comida + Msica =

Comida + compaa=

Research Objectives

Identify the target market (demographic, psychographic)(1)

Locate and measure the target (places, # of people)(2)

Describe the Target Market preferences (time, type of food, price)(3)

Measure satisfaction with current possibilities (Where, satisfaction)(4)

Projective Techniques

1

2

3

second submission market research con las formulas para calcular las muestras final

Documents