Estrategias de precios efectivas para cadenas de comida rápida en Lima Metropolitana
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AuthorsHuaylinos Briceño, Lesly Pamela
Peche Huamán, Susana
Ramos Díaz, Víctor Javier
Vílchez Campos, Carla Isabel
AdvisorsBermejo Chávez, Pedro Rubén
KeywordsFijación de precios
Política de precios
Estrategias de marketing
Restaurantes de comida rápida
Lima (Perú : Area Metropolitana)
MetadataShow full item record
CitationEstudios, D. D. E., Para, P., & Huamán, P. (2017). Estrategias de precios efectivas para cadenas de comida rápida en Lima Metropolitana Para optar el Título Profesional de Licenciado en Marketing. Universidad Peruana de Ciencias Aplicadas (UPC). Retrieved from http://hdl.handle.net/10757/621967
AbstractThe present study was aimed at determining which are the effective price strategies for each consumer segment of fast food restaurant chains in Lima City, as well as determining the main variables to be taken into consideration from the standpoint of the business experts and consumers. The first chapter describes the marketing concepts that we need to take into account as research starting points. It also presents the main concepts of fast food and its characteristics. The second chapter deals with the methodology applied in the study. We elaborate, define and sytematize the different techniques, methods and procedures employed during the course of the investigation. We describe how the study was performed, the data was collected and the information was processed. In the third chapter, we analyze and present the results, whose objective is to answer the assignment question: Which Price strategies are the most effective for each fast food consumer segment in Lima City? The fouth chapter presents the findings of our investigation, among which we can highlight the fact that the customer-percieved value and the supply of the competition are determining factors for the consumer when choosing which fast food restaurant to visit. Likewise, we point out the obstacles we experienced during the course of our investigation. Finally, we find that in the fast food market there are two segments: a) Young consumers (childless and with children), and b) adult consumers (childless and with children). Both segments are similar in that they show high price sensitivity. Special price strategies must be developed for each segment since they have specific service expectations. Furthermore, there is a great opportunity in appllying the insights of each type of consumer when developing brand strategies.
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