the photos are the property of rafael lizarraga photography and logos are the property of their...
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STUDY ON CONSUMER HABITS Restaurants Merida 2012
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www.2b.com.mx
The photos are the property of Rafael Lizarraga Photography and logos are the property of their representative companies. Its use is illustrative. It is prohibited their use, copying or reproduction without express permission of the owner.ALL RIGHTS RESERVED
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www.2b.com.mx
We start measuring since 2010, which was the first year we surveyed consumer habits of restaurants in the city of Merida Yucatán. With two prior measures of consumer habits, we seek to provide restaurateurs, with information that indicates the state of the market year over year and allow them to maximize their marketing to make better use of their resources and better decision-making.
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Objectives
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GENERAL OBJECTIVES : The overall objectives of this research are:Identify consumer habits, frequency of use, average ticket, home delivery, media exposure, likes and dislikes, preferences and needs of users of restaurants in the city of Merida.
SPECIFIC OBJECTIVE: Provide restaurateurs, with information that indicates the state of the market and allow them to maximize their marketing, to make better use of their resources and better decision-making.
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Methodology
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Quantitative study with lifting quota, face to face, to men and women of social/economical levels ABC +, C, D + inhabitants of the north, east and west of the city of Merida from 18 to 70 years, through structured questionnaire which included the objectives the study.
The survey was conducted in:High pedestrian flow centers in the city of Mérida using simple random sampling by quotas. The choice of the interviewed was conducted using the method called "Intercept" in which people are approached at random and in the same place is on the interview.
The approximate length of the interview was 15 minutes.
The questionnaire was developed by José Urioste Palomeque for 2b Marketing & Advertising in conjunction with owners and managers of local restaurants.
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www.2b.com.mx
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Survey
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Survey
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www.2b.com.mx
Survey
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Results
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Demografics
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Gender 50%
50%
Hombre
Mujer
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Civil Status
60%
36%
4%
Soltero
Casado
No quiso compartir esa in-formación
60% of users are single
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Age groups
14%
13%
11%
10%6%
10%
7%
7%
6%
6%
5%3%
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
65+
No contestó
El 65% del mercado de usuarios está concentrado de los 15 a los 44 años
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Ocupation
7%
28%
47%
2%
5%
0%2%
8%
Ama de casa
Estudiante
Empleado
Comerciante
Jubil./Pensión
Desempleado
Empresario/Prestador
No quiso compartir esa información
47% de los usuarios son empleados y un 28% que son estudiantes
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Resultados
Hábitos de consumo
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En el ultimo mes ¿asistió a lagun restaurante?
99%
1%
Si
No
El 99% de los encuestados asistió a un restaurante en el último mes contra el estudio anterior donde un 93% de los encuestados afirmó haber asistido.
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En el ultimo mes,¿cuántas veces asistió a un
restaurante?
9%
23%
20%
20%
8%
2%
1%
13%
3%
1
2
3
4
5
6
7
más de 7
No recordo
El 63% de los usuarios acuden en promedio de 4 a 5 veces al mes a un restaurante. Se mantiene en los rangos del estudio anterior con un ligero crecimiento.
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49%
33%
18%
fridays
Los Trompos
Lapa Lapa
Los 3 restaurantes mas recurridos son: Fridays Montejo (49%)Los Trompos (33%) Lapa Lapa (18%)
Trompos mantiene la misma proporción contra el año pasado en recordación de asistencia. Crece Friday´s en recordación/mención de asistencia
La última vez que fue a algún restaurante ¿A cuál acudió?
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¿Con cuantas personas fue acompañado?
12%
17%
22%20%
12%
7%
3%4% 1%1%
1
2
3
4
5
6
7
más de 7
Fue solo
No re-spondierón
La mayoría de las gente va acompañada de otras tres personas, por ende el promedio de usuarios por mesa es de 4
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¿Con quien asistió?
4%
30%
33%
6%
12%
8%
6% 0%
Hijos exclusivamente
Toda la familia
Grupo de amigos
Esposo(a)
Pareja/novio(a)
Compañeros de trabajo
Parientes o familiares
No quiso responder
Vemos que el 66% de los usuarios acuden con familia y/o amigos, manteniéndose la tendencia al estudio anterior
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¿Cuál fue el motivo desu visita?
5%
19%
36%
17%
3%
1%
2%
14%
1%1%
Trabajo
Celebración
Antojo
Familiar
Promociones
Atención y/o Servicio
Por conocer el lugar/moda
Gusto por el lugar
Ambiente
No quiso responder
La mayoría de los asistentes visita un restaurante por celebración, antojo y gusto por el lugar como mayores razones
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¿Quién pagó el consumo?
50%
2%
17%
24%
7%
Cada quién
Obsequio/promoción/regalo
Me invitarón
Yo pague todo
No quiso responder
50% de los encuestados manifestaron que cada asistente pagó su consumo, 24% pagó la cuenta completa, 17% fue por Invitación y únicamente el 2% acudió por obsequio o promoción.
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¿Cuánto gastó en promedio ensu consumo total?
5%
25%
19%
13%
11%
6%
4%
3%
2%2%
3%
6% 0%
Menos de 100
100-200
201-300
301-400
401-500
501-600
601-700
701-800
801-900
901-1000
1001 +
No quiso responder
no recuerda
El promedio de pago por persona es de $201.83 lo que nos indica un incremento en consumo contra el estudio anterior
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¿Qué es lo que más leimporta al momento deacudir a un restaurante?
57%
8%
2%
5%
5%
3%
0%1%
8%
1%1%3%
3% 0%1%0%0%1%
Sabor
Calidad e higiene
Por los amigos
Variedad en el menú
Ambiente
Costo
Trabajo
Celebración
Antojo
Motivo familiar
Promociones
Atención y/o servicio
Gusto por el lugar
Cercanía
Comodidad en las instalaciones
Por conocer el lugar/moda
Otro
No quiso responder
Cambian los factores contra el año anterior (cercanía) a un 57% por sabor de su comida en este estudio.
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And more…
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www.2b.com.mx
Somos la pieza clave.
2b Marketing & Publicidadwww.2b.com.mx
Paseo de Montejo, núm. 475CDepto. 2 por 37 y 39 Col. Centro.C.P. 97000 Mérida, Yucatán, México.Tel. 52 (999) 925 [email protected]