Consumer Preference Analysis and Business Plan for Antojitos San Salvo in Quito, Ecuador

Abstract

This article analyzes consumer preferences and perceptions regarding the quality, variety, and satisfaction of Antojitos San Salvo's products in Quito, Ecuador, aiming to identify consumption habits and improvement opportunities. The methodology combines quantitative and qualitative approaches through non-probabilistic sampling, including structured surveys of 365 Quito residents and in-depth interviews to gather detailed information. The results reveal specific preferences related to fillings, sauces, dough style and texture, as well as preferred channels for acquiring the products. Based on these findings, a business plan is developed, covering market analysis, marketing strategies, operational planning, and financial projections, aimed at enhancing Antojitos San Salvo's growth in the Quito market.