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