Plan de marketing para implementación de restaurante Tex-Mex en Lima

• Autor: Ponce Puelles, Diego Manuel
• Formato: tesis de grado
• Fecha de Publicación: 2020
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/12059
• Enlace del recurso: https://hdl.handle.net/20.500.12724/12059
• Nivel de acceso: acceso abierto
• Materia: Marketing; Plan de marketing; Restaurantes; Restaurants; https://purl.org/pe-repo/ocde/ford#5.02.04

The big offer of restaurants in the city of Lima makes difficult for new brands to position and differentiate from competitors. Therefore, this work seeks to determine the conditions a restaurant should accomplish for being accepted and visited by consumers. In order to determine this conditions, preferences and attitudes were investigated through two focus groups and a preliminary survey with a non-probabilistic sample of two hundred people. Based on the results, a concept was designed and orientated to the customer experience. Pine and Gilmore (1999, 2011) theory of the realms of experience, as well as ISÇI, TÜVER, y GÜZEL (2018) investigation of factors that affect satisfaction and loyalty were used to establish the most relevant conditions for this restaurant. Likewise, it was sought to have a satisfactory experience through all the customer journey presented by Lemon and Verhoef (2016). To verify that the conditions proposed in the design of this concept have a positive impact on the experience perception, the NPS or Net Promoter Scores presented by Reichheld (2003) was used as measurement variable. This indicator was tested trough a survey with a non-probabilistic sample of two hundred people, were the concept was presented and based on it they gave they recommendation rate on a scale of one to ten. Results not only backup the investigation presented by ISÇI, TÜVER, y GÜZEL (2018) determining quality service and esthetics as the most relevant and outstanding factors, they also evidenced that the design and construction of a service through the four realms of experience along the customer journey generates a positive valuation of the experience from the potential customers, leading them to accept and visit a new brand of restaurant, as well as paying a higher price.