¿Cómo mejorar la eficacia comercial de los restaurantes de comida rápida en la ciudad de Lima?

• Autores: Miñano Martínez, Sergio André, Santos Chávez, Luis Eduardo
• Formato: tesis de grado
• Fecha de Publicación: 2022
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/15633
• Enlace del recurso: https://hdl.handle.net/20.500.12724/15633
• Nivel de acceso: acceso abierto
• Materia: Restaurantes de comida rápida; Promoción de ventas; Publicidad; Fast food restaurants; Sales promotion; Advertising; Lima Metropolitana (Perú); https://purl.org/pe-repo/ocde/ford#5.02.04

The current investigation attempts to demonstrate how to improve the commercial efficiency of a fast food company, this being measured in terms of sales levels. Two variables that potentially contribute to the aforementioned objective are studied: promotions and customer service speed. The research makes use of a survey as a data collection technique, and secondary data from Euromonitor, INEI and CPI, being of a diachronic type, and of mixed source. The approach is quantitative and a total of 391 effective surveys will be applied to fast food consumers. The present work shows that improvement efforts in promotions, and customer service speed have a great potential to contribute to sales when investing in advertising in electronic media - mainly - and when the product is promoted as a combo meal at low prices.