Estudio de factibilidad basado en consumidores para la creación y posicionamiento en Guayaquil de un restaurante similar al concepto de Fatdog Restaurants.

Abstract

The proposal consists of demonstrating the feasibility of creating a fast food restaurant similar to the concept of "Fat Dog Restaurants" in Guayaquil, based on the study of consumers. The differentiation of the restaurant is that it admits the entrance to dogs so that they also can enjoy a pleasant meal together with their owners. This project is considered innovative because at the moment in the city of Guayaquil there is no establishment of food that allows the entrance of pets, only in Quito. The restaurant will be called "The Hound", will consist of two environments: one for those who wish to share with their dogs and at the same time enjoy a good meal; and the other for those who just go for good food. The same will have diversity in what corresponds to fast food as well as hamburgers, hotdogs, etc. The research used a mixed approach, surveys to determine consumer tastes and preferences, to k now if they would accept them; and secondary sources to support the information. The result of the surveys determined that consumers would accept the proposal, as long as the hygiene is not neglected to avoid a bad presentation of the company or the raw material. Due to the result of the investigation the financial part was carried out to determine the feasibility of the project since there are different expenses to the normal, due to the dogs, and a rate of return of 19.28% was obtained.