Estudio de mercado para pronosticar la implementación de una plataforma de realidad aumentada para la industria de muebles en la ciudad de Guayaquil.

Abstract

The present research work was carried out in 2020 where a market study was carried out for the implementation of an augmented reality platform for the furniture industry in the city of Guayaquil. Due to the digital boom and mobilization limitations due to the COVI-19 pandemic period. A new way of marketing furniture products using augmented reality was investigated. We worked with a population sample of 384 people, with a 5% margin of error, which corresponds to the economically active population of the northern area of the city of Guayaquil. The research design corresponds to a quantitative approach with an exploratory - descriptive scope. The collection technique that was used was a survey using an online questionnaire via Google forms. Similarly, a reliability coefficient 0.83 alpha cronbach. The results showed, in general, that the respondents would be totally willing to buy a piece of furniture through an augmented reality platform. At the same time, this type of platform is viable and they would be requesting this type of technology from companies dedicated to the grain of furniture. An upward demand trend was forecast using regression analysis.