Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
UNIVERSIDAD PRIVADA PRIVADA DOMINGO SAVIO
FACULT ACULTAD DE CIENCIAS CIENCI AS EMPRESARIALES EM PRESARIALES MATERIA: Invesgaci!n Invesgaci!n de "ercados DOCENTE: #ic$ %ernardino &'s(ue) Fern'nde) INTEGRANTES:
Arias Yu*ra Ste+an, Franco &argas &argas Se-as'n .u/rre) 0vando 1ocio #i)ara)u #i)ara)u Acosta Cesar Cesa r 0rtega "ara) "irela Tito c/spedes 2at3leen TARIJA-BOLIVIA
1
Tarija – Bolivia
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
INDICE 1. RESUMEN EJECUTIVO..................... EJECUTIVO................................. .......................... .......................... ......................... ......................... .............4 .4 2. INTRODUCCIÓN.................. INTRODUCCIÓN.............................. ........................ ......................... ......................... .......................... .......................... ................5 ....5 3. PRESENTACIÓN PRESENTACIÓN DEL ESTUDIO.................... ESTUDIO................................. ......................... .......................... .......................... ............6 6 3.1. DETERMINACION DEL PROBLEMA.................... PROBLEMA.................................. .......................... ......................... .............6 6 3.2. DEFINICIÓN DEL PROBLEMA..................... PROBLEMA................................. .......................... .......................... ...................1 .......11 1 )r($%"l..................................... ......................1 ........11 1 3.2.1.1. Probl!" # D$%&%'( )r($%"l....................... 3.2.1.2. Probl!" # I(*&+%,"$%'( # Mr$"#o&......................... Mr$"#o&................................12 .......12 3.2.1.3. Ob-+%*o& # I(*&+%,"$%'(....................... I(*&+%,"$%'(................................... .......................... ...................12 .....12 I(*&+%,"$%'(................................... .......................... ..................12 ......12 3.2.1.4. Pr,(+"& # I(*&+%,"$%'(..................... o0$%o("l..................................... ........................ ......................... ................13 ...13 3.2.1.5. /%0'+&%& o0$%o("l......................... 4. DISEO DE LA INVESTI)ACIÓN................. INVESTI)ACIÓN............................. ......................... ......................... .......................... ..............13 13 4.1. TIPO DE INVESTI)ACIÓN................. INVESTI)ACIÓN.............................. ......................... ......................... ......................... ..................13 ......13 4.2. AREA DE ESTUDIO..................... ESTUDIO................................... .......................... ........................ ......................... ........................13 ...........13 4.3. DISEO DE INVESTI)ACIÓN.................. INVESTI)ACIÓN............................... ......................... ........................ ........................14 ............14 4.4. TECNICA /ERRAMIENTA /ERRAMIENTA DE RECOLLECIÓN DE DATOS....... DATOS..................14 ...........14 C"(+%+"+%*o................................. .......................... ......................... ...................14 ......14 4.4.1.1. M+o#o C"(+%+"+%*o................... 4.4.1.2. M+o#o C"l%+"+%*o.................... C"l%+"+%*o................................ ......................... .......................... .....................14 ........14 4.5. DISEO DE MUESTREO ESTADSTICO........ ESTADSTICO..................... ......................... .......................... .................15 ...15 4.6. TECNICA DE RECOLECCIÓN DE UNIDADES MUESTRALES................16 MUESTRALES................16 4.7. DEFINICIÓN DE LA POBLACIÓN META........... META....................... ........................ .......................... ................16 ..16 4.8. DETERMINACIÓN DEL MARCO MUESTRAL................................. MUESTRAL...........................................16 ..........16 4.9. CALCULO DEL TAMAO TAMAO DE LA MUESTRA....................... MUESTRA.................................... ......................16 .........16 4.1: 4.1:.. DEFI DEFINI NICI CIÓN ÓN DE DE VAR VARIA IABLE BLES S TECN TECNIC ICAS AS DE DE AN; AN;LI LISI SIS. S... .... .... .... .... .... ..18 18 4.11. 4.11. PRO)RA PRO)RAMAC MACIÓN IÓN DE ACTIVI ACTIVIDAD DADES. ES.... ..... ..... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ...... ....19 .19
5. PRESENTACIÓN PRESENTACIÓN DE LOS RESULT RESULTADOS....................... ADOS.................................... .......................... ...................2: ......2: 5.1. AN;LISIS UNIVARIADO....... UNIVARIADO.................... ......................... ........................ .......................... .......................... ...................2: .......2: 5.2. AN;LSIS BIVARIADO......... BIVARIADO..................... ......................... ......................... .......................... .......................... ....................33 ........33 ANOVA........... ANOVA......................... .......................... ......................... ......................... ........................ ......................33 ..........33 CUADRADA................................. .......................... ......................... ........................36 ...........36 5.2.1.2. C/I CUADRADA................... 5.2.1.3. RE)RESIÓN LINEAL..................... LINEAL................................. .......................... .......................... ..............43 ..43 5.3. AN;LISIS MULTIV MULTIVARIADO........ ARIADO..................... ......................... ......................... .......................... ......................... .............48 .48 MULTIPLE...................... ......................... ........................ ......................48 ..........48 5.3.1.1. RE)RESIÓN MULTIPLE......... 5.3.1.2. AN;LISIS FACTORIAL..... FACTORIAL................. .......................... .......................... ........................ ................48 ....48 5.4. RESULT RESULTADOS DEL )RUPO FOCAL....................... FOCAL................................... ......................... ......................5: .........5: 5.5. RESULT RESULTADOS DE LAS ENTREVISTAS............ ENTREVISTAS......................... ......................... .......................... ...............51 .51 5.2.1.1.
2
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
6. LIMITACIONES LIMITACIONES ADVERTENCIAS................ ADVERTENCIAS.............................. .......................... ......................... .......................53 ..........53
7. CO CONC NCLU LUSI SION ONES ES RECOMENDACIONES................. RECOMENDACIONES.... ......................... ........................ .......................... .......................... ......................... ..................53 .....53
8. ANE
SERVICIO EASY TAXI 1. RESU RESUME MEN N EJECU EJECUTI TIVO VO E&+ E&+ &+ &+#% #%o o # !r$ !r$"# "#o o & =(# =(#"! "!( (+" +" ( "&0 "&0$+ $+o& o& ,( ,(r" r"l l&& 0"r" 0"r" l" $o(&+%+$%'( # l" !0r&" E"&> T"?> ( l" $%#"# # T"r%-". El "&0$+o !@& %!0o %!0or+ r+"( "(+ + &
l" &,r% &,r%#" #"# # br%(# br%(#"r" "r" l" !0r !0r&" &" >" &+" &+" ="$%l% ="$%l%+" +"
%(=or!"$%'( "l $l%(+ &obr lo& #"+o& 0r&o("l& #l $o=r +"(+o $o!o 0l"$" $olor > !o#lo #l *$lo " +r"*& # (" "0l%$"$%'( "0l%$"$%'( "l $ll"r. $ll"r.
3
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
P"r" P"r" l" r"l r"l% %"$ "$%%'( #l #l 0r& 0r&( (+ + +r"b" r"b"-o -o = ($ ($&" &"r% r%" " l" %(=o %(=or! r!"$ "$%' %'( ( 0ro0or$%o("#" 0or l" !"+r%" # I(*&+%,"$%'( # Mr$"#o& > r$ol$$%'( # #"+o& &$(#"r%o&. To!"(# o!"(#o o ( $(+ $(+" " l" %(* %(*&+ &+%, %,"$ "$%' %'( ( ?0l ?0lor or"+ "+or% or%" " & +%l +%l% %"r "ro( o( !+o !+o#o #o&& $"l%+"+%*o& $"(+%+"+%*o& #%=r(+& rr"!%(+"& $o!o ,r0o =o$"l ($&+"& > (+r*%&+"&. S "("l%"ro( lo& ob-+%*o& #l +r"b"-o # %(*&+%,"$%'( ob-+%*o& ,(r"l& > &0$ &0$=%$ =%$o&. o&. P"r" P"r" (" !-or !-or $o!0r( $o!0r(&%' &%'( ( & r"l% r"l%"ro "ro( ( +"bl"& +"bl"& ,r@=%$ ,r@=%$o& o& & #+r!%(' l 0robl!" # %(*&+%,"$%'( # !r$"#o 0robl!" ,r($%"l. S r"l%' r"l%' l "(@l%&%& (%*"r%"#o (%*"r%"#o "(@l%&%& "(@l%&%& b%*"r%"#o l" 0rb" C% $"#r"#" $"#r"#" "l %,"l l" 0rb" ANOVA. ANOVA. Por l+%!o & %o l"& r&0$+%*"& $o($l&%o(& > r$o!(#"$%o(& &obr l &r*%$%o E"&> T"?%.
2. INTR INTROD ODUC UCCI CIÓN ÓN E"&> TA" &+ r%r l" &,r%#"# ($&"r%" 0"r" 0o#r +%l%"r l &r*%$%o. E"&> T"?% 0r+(# $r"r ( (?o (%$o > #%r$+o (+r l 0"&"-ro > l +"?%&+" $o(&%&+ ( b"-"r (" "0l%$"$%'( ( l +l=o(o l +"?%&+" l" +(," > & 0#" $o!(%$"r $o( l 0"&"-ro 0"r" $oor#%("r l *%"- &%( (%(,( %(+r!#%"r%o
4
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
El &r*%$%o # E"&> T"?% >" & ($(+r" +r"b"-"(#o ( #%=r(+& $%#"#& # Bol%*%" (+r l"& $"l& &+@( L" P" S"(+" Cr > Co$"b"!b" #"(#o $o!o r&l+ r&l+"#o "#o ( "l+o (%*l (%*l # "$0+"$% "$0+"$%'(G '(G l !o+%*o !o+%*o (o& ll*" " "$r "$r (" %(*&+%,"$%'( # !r$"#o & %#(+%=%$"r l"& l"& *"r%"bl& 0r!%+"( l" (+r"#" #l &r*%$%o "l !r$"#o.
3. PRESEN PRESENT TACIÓN ACIÓN DEL DEL ESTU ESTUDIO DIO 3.1Determinai!n "e# $r%&#ema 3.1.1 An'#i(i( "e# mar% ent%rn% Ent%rn% P%#)ti% Le*a# El (+or(o 0ol+%$o # T"r%-" & &+"bl 0&+o & *%* ( #!o$r"$%" (o ob&+"(+ & #b $o(&%#r"r l $"!b%o # ,ob%r(o >" &+ 0# r"l%"r $"!b%o& ( l "&0$+o l,"l 0# ="*or$r o 0r-#%$"r " l" !0r&". L"& !0r&"& Bol%*%"("& &+@( $o(#%$%o("#"& " ( !"r$o %!0o&%+%*o 0or 0"r+ #l ,ob% ,ob%r r(o (o $o!o $o!o #l #l !(% !(%$% $%0% 0%o o lo $"l $"l #%=% #%=%$ $l+l+" " # $%r+ $%r+" " !"( !"(r" r" l #&"r #&"rro rollllo o !0r&"r%"l & "H"# " &+o l" ="l+" # $o(+rol $o( rl"$%'( "l $o(+r"b"(#o l" ="l+" # %($(+%*o& 0"r" l"& !0r&"& #%=$%l "$$&o "l =%("($%"!%(+o +"&"& # %(+r& l*"#"& > o+ro&.
5
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
El 0r%!r 0"&o & l" %(&$r%0$%'( " FUNDEMPRESA #o(# 0or lo &+" !0r&" & l" r,%&+r"r" $o!o ( S.R.L. So$%#"# # R&0o(&"b%l%#"# L%!%+"#" $o( &+o & ob+%( l" !"+r$l" # Co!r$%o. D %,"l !"(r" "l &r (" !0r&" 0r+(# &+"bl$r& ( (&+ro !#%o & r"l%" l 0",o # lo& #b%#o& %!0&+o& ("$%o("l& +"l & l $"&o #l IVA I!0&+o "l V"lor A,r,"#o l $"l +%( (" "l$o+" #l 13 &obr l 0r$%o (+o # *(+"& o 0r&+"$%'( # &r*%$%o& > & #br@ "-&+"r > &% $orr&0o(# 0","r !(&"l!(+. El IT I!0&+o " l"& Tr"(&"$$%o(& $o( (" "l$o+" #l 3 #l !o(+o +o+"l # l" +r"(&=r($%" l" $"l & #b 0","r !(&"l!(+. El IUE I!0&+o &obr l"& U+%l%#"#& # l"& E!0r&"& #o(# & "l$o+" & #l 25 &obr l"& +%l%#"#& (+"& > l 0",o # &+ %!0&+o & "("l.
To#" !0r&" &+@ r,%#" 0or (" &r% # (or!"& > l>& # "$r#o "l rbro ( l $"l & *" " #&!0H"r &+" (*" !0r&" #br@ &+"r #b%#"!(+ %(&$r%+" ( l R,%!( Tr%b+"r%o )(r"lG $o(+"r $o( L%$($%" # F($%o("!%(+o o+or,"#" 0or l" Al$"l#" M(%$%0"l "#!@& "#!@& #l r,%&+ro ( FUNDEMPRESA.
Ent%rn% Dem%*r'+i% S, S,( ( 0ro> 0ro>$ $$% $%o( o(& & #l #l I(&+ I(&+%+%++ +o o N"$% N"$%o( o("l "l # E&+" E&+"# #&+ &+%$ %$" " " (" (" +"&" +"&" # $r$%!%(+o # 4.76 l" 0obl"$%'( #l #0"r+"!(+o # T"r%-" 0"r" l "Ho 2:14 & #
235. 235.99 992 2 "b% "b%+" +"(+ (+& &.. E&+ E&+ $r$ $r$%! %!% %(+ (+o o & #b #b 0r%( 0r%($% $%0" 0"l! l!( (+ + " l"& l"&
o0or+(%#"#& o0or+(%#"#& 0r&(+" 0r&(+" l #0"r+"!(+o #0"r+"!(+o &+o &+o " ,(r"#o 0r&o("& 0r&o("& *%*( ( l $"!0o o ( l o$$%#(+ #l 0"& !%,r( "l #0"r+"!(+o ( b&$" # !-or"r && $o(#%$%o(& # *%#" &+" &%+"$%'( r0r&(+" (" o0or+(%#"# 0"r" l" !0r&" 0&+o & !r$"#o & *r@ ( $o(&+"(+ $r$%!%(+o.
6
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
D lo& 235.992 "b%+"(+& ( 24 &o( ="!%l%"& $o( 4.16 !%!bro& 0or ="!%l%" "$%(#o ( +o+"l # 56.638 "b%+"(+& & +r"b"-"r" $o( &+" 0obl"$%'( #"#o l 0ro#$+o 0ro0&+o +%( $o!o !r$"#o ob-+%*o l"& ="!%l%"& # l" $%#"# # T"r%-" 0&+o l"& ="!%l%"& &o( !@& 0ro0(&"& "l $o(&!o # &+ &r*%$%o > $(+"& $o( %(,r&o& !#%o& o "l+o&. S,( #"+o& ob+(%#o& l 0"r "+o!o+r% # l" $%#"# # T"r%-" & "lr##or # 49 !%l *$lo& &+o (o& %(#%$" %0o++%$"!(+ "> $"&% ( "+o!'*%l 0or ="!%l%".
Ent%rn% S%i%,C-#t-ra# To!"(#o ( $(+" l" %(&,r%#"# " %#o $r$%(#o ( l" $%#"# # T"r%-" & ($&"r%o $o!0r(#r (o &olo "=$+" " l" +r"(%l%#"# # l" 0obl"$%'( l +r%&!o & * &r%"!(+ "=$+"#o +"!b%( 0or &+ =('!(o.
S%( ##" l"& r&0&+"& # l" !">or" # l"& I(&+%+$%o(& # &,r%#"# 0bl%$" -&+%$%" > &%&+!"& $"r$l"r%o& ( l" R,%'( (o &o( l"& "#$"#"& l" *ol(+"# 0ol+%$" #br@ %r # l" !"(o $o( lo& r$r&o& $o('!%$o& "#$"#o& > $o( ( &+r%$+o !$"(%&!o # $o(+rol 0or llo & & !> #%=$%l l" l$+r" # l" 0robl!@+%$" # %(&,r%#"# 0or 0"r+ # lo& )ob%r(o& >" lo& 0robl!"& ( l"& 0ro0%" 0ro0%"&& %(&+%+ %(&+%+$% $%o(& o(& # &,r% &,r%#"# #"# -&+%$ -&+%$%" %" > 0r%&%o 0r%&%o(& (& (o +%(( +%(( $"(#o $"(#o "$"b"r. Lo& ="$+or& # r%&,o & %($r!(+"( "0(+"(#o " (" !">or +(#($%" # #l%+o& lo l #" " l" $%#"#"(" & "&!%r (" $l+r" # &,r%#"# 0r*(+%*" +o!"(#o l"& "$$%o(& ($&"r%"& 0"r" & "+o0ro+$$%'( # "$r#o " && 0o&%b%l%#"#& lo #b # #"r !> $l"ro & lo& $%#"#"(o& #b( *%+"r > (o (=r(+"r l #l%+o & $%r+o (o & 0# &r ,(r%$o ( &+r"+,%"& # &,r%#"# $%#"#"(" >" $"#" P"& $%#"# r,%'( #%&+r%+o &o(
7
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
r"l%#" r"l%#"#& #& $o!0l+ $o!0l+"! "!(+ (+ #%&+%( #%&+%(+"& +"& &%( !b"r,o !b"r,o "> #%&Ho #%&Ho&& "( #"#o #"#o r&l+"#o& > 0#( "#"0+"r& " $"#" r"l%#"#. Co(&%#r"(#o l" %(&,r%#"# & (" 0robl!@+%$" & #" +o#o& lo& #"& ( l"& $"ll& r&+"r"(+& b"($o& o %($l&o "l !o!(+o # "bor#"r ( +"?% o r"#%o +"?%. El $o=r (o & $o(=%"bl o l 0"&"-ro 0# r&l+"r ( #l%($(+. E"&> +"?% & (" !0r&" $o($+" "l 0"&"-ro $o( l +"?%&+" " +r"*& # (" "0l%$"$%'( "0l%$"$%'( ( l $ll"r $ll"r 0r!%+%(#o 0r!%+%(#o (" $"rrr" $"rrr" r@0%#" 0r@$+%$" 0r@$+%$" > &,r". &,r". El 0"&"-ro 0# *r " +r"*& # l" "0l%$"$%'( lo& #"+o& #l $o=r =o+o (o!br > $"r"$+r&+%$"& #l *$lo +%0o # "+o $olor > 0l"$" "l !o!(+o # &"r &+ &r*%$%o.
Ent%rn% Ten%#!*i% E( l" "$+"l%#"# (" !0r&" (o 0# +(r ?%+o &% (o %($or0or" " & &+r"+,%" l"& "&o!bro&"& +$(olo,"& ?%&+( > l"& $o(+%("( *ol$%o("(#o.
Lo& "#l"( "#l"(+o& +o& +$(ol +$(ol',% ',%$o& $o& $r"( $r"( 0ro#$+ 0ro#$+o& o& o &r*%$% &r*%$%o& o& (*o& (*o& "*"("# "*"("#"& "& +$(%$"& # 0ro#$$%'( > !-or& !"(r"& # "#!%(%&+r"r > # $o!(%$"r&. A !#%#" *ol$%o(" l" +$(olo," & #&"rroll"( (*"& %(#&+r%"& !r$"#o& > (%$o& $o!0+%+%*o&. U(" # l"& #%!(&%o(& !@& &+@( *ol$%o("(#o " lo l"r,o # l"& l+%!"& #$"#" "#"& & l" +$(ol',%$". El #&"r &"rrol rollo > & "$lr"$% "$%'( !o#% o#%=%$"( $o(&+"(+!(+ l"& $o(#%$%o(& ( l"& $o!0%+ l" !0r&". S0o(( l" "0r+r" # (*"& 0o&%b%l%#"#& 0"r" l" !0r&" o 0l%,ro 0"r" "ll"& (o &0"( "#"0+"r&. Lo& "*"($& +$(ol',%$o& 0#( "=$+"r (or!!(+ lo& 0ro#$+o& o &r*%$%o& > " && *& $r"( !r$"#o& (*o&. El "*"($ # l" +$(olo," 0# !o#%=%$"r l 0ro#$+o o &r*%$%o l" !0r&" o=r$ "=$+"(#o lo& 0ro$&o& # ="br%$"$%'( 8
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
o " & * !o#%=%$"r l"& rl"$%o(& # %(+r$"!b%o (+r l" !0r&" > && $o!0+%#or&. L" $r"$%'( # E"&> T"?% T"?% *%( " +r"*& # l" +$(olo," >" &+ !#%o & l 0r!%+ &+"r ( $o(+"$+o #%r$+o $o( l $l%(+ ( &+ $"&o *(#r" " &r l T"?%&+" $o( l 0"&"-ro > *%$*r&". L" !0r&" +%( $o(+"$+o #%r$+o !#%"(+ l" +$(olo," > ( &+ $"&o &r" !#%"(+ (" "0l%$"$%'( &%r* 0"r" 0o#r ll,"r #%r$+o "l $o(&!%#or 0"&"-ro.
Ent%rn% E%n!mi% L" "$+%*%#"# $o('!%$" T"r%-H" +%( ( ,r"( 0o+($%"l # !0r(#%!%(+o > 0ro#$$%'( & $r$%!%(+o > #&"rrollo = (o+"bl 0ro & ($&"r%o !">or "0o>o 0"r" %!0l&"r " && !0r&"& %(#&+r%"&.
L" *"l"$%'( # l"& !0r&"& +"r%-H"& "&+" l "Ho 2:13 = l &$+or !0r&"r%"l ( ,(r"l & *%o "=$+"#o 0or l" $o>(+r" 0ol+%$" > l"& 0,("& (+r l"& "+or%#"#& l$+"& (o 0r!%+%ro( *%&"l%"r %(%$%"+%*"& 0"r" =or+"l$r "l &$+or > #%("!%"r l" $o(o!". S%( !b"r,o " 0&"r # &+o& "&0$+o& #&="*or"bl& & $o(&%#r" $o( l &=ro 0r%*"#o l"& !0r&"& T"r%-H"& &%,( ( 0ro$&o # $r$%!%(+o > $o( ( ,r"( r+o " =+ro 0"r" $o(+"r $o( !0r&"& =r+& > 0-"(+&. El "Ho 2:13 l Pro#$+o I(+r(o Br+o PIB1 # Bol%*%" r,%&+r' $r$%!%(+o # 678 r&0$+o " &%!%l"r 0ro#o # 2:12G &+" +"&" !@& "l+" "l$"("#" 0or l 0"& ( lo& l+%!o& 25 "Ho& 1989 " 2:13. El $r$%!%(+o 0ro!#%o "("l #r"(+ &+ $"r+o # &%,lo "l$"(' " 4:7 *ol$%'( & 0r&(+" ( l" &%,%(+ ,r@=%$".
9
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
FUENTE: Instituto Nacional de Estadística
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
3.2
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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12
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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INVESTIGACION INVESTIGACION DE MERCADOS
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
“EASY TAXI”
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
4.1 4. 1..
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
DE/I DE/INI NICI CIÓN ÓN DE VARIA ARIAL LES ES Y TEC TECNI NICA CAS S DE DE ANL ANLIS ISIS IS
16
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
4.1 4.11.
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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17
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
5. PRESENT PRESENTACIÓN ACIÓN DE LOS LOS RESUL RESULT TADOS 5.1. ANLISIS UNIVARIADO Pre*-nta 1
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Pre*-nta 2
18
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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19
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
Pre*-nta 3
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22
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
Pre*-nta 4
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23
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
Pre*-nta 5
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24
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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25
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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26
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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28
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
Pre*-nta 1
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29
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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30
INVESTIGACION INVESTIGACION DE MERCADOS
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
“EASY TAXI”
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
“EASY TAXI”
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
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C6I CUADRADA
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INVESTIGACION INVESTIGACION DE MERCADOS
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“EASY TAXI”
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C%m$%nente % Se*ment% "e mera"% 0 0r&o("& *"lor"( S,r%#"# Co(=%"(" T"r%=" A+($%'(
5.4 5.4
RESUL ESULT TADOS ADOS DEL DEL RUP RUPO O /OC /OCAL AL
El ,r0o =o$"l = $o(=or!"#o 0or lo& &+#%"(+& # l" !"+r%" # I(*&+%,"$%'( # !r$"#o& # l" U(%*r&%#"# Pr%*"#" Do!%(,o S"*%o. L" #%(@!%$" = ,%"#" > r,%& r,%&+r +r"#" "#" 0or 0or ( !o# !o#r"# r"#or or > (" (" 0r&o 0r&o(" (" r,% r,%&+ &+r' r' l"& l"& r&0 r&0& &+" +"&& > $o!(+"r%o& # l"& 0r&o("& $o(=or!"ro( l ,r0o. El $&+%o("r%o " $o(+%("$%'( & #+"ll" = !0l"#o ( l" #%(@!%$" #l ,r0o =o$"l. 1 2 3 4 5 6
W W o0%("( o0%("( "$r$ "$r$" " # &+ &+ &r*%$ &r*%$%o %o C@l& C@l& $r( $r( 0o#r"( 0o#r"( &r &r l"& "!("" "!(""&& o #%=%$l+ #%=%$l+"#& "#& C@l& C@l& 0o#r"( 0o#r"( &r l"& l"& o0or+(%#"# o0or+(%#"#& & # &+ &+ &r*%$%o &r*%$%o U+%l% U+%l%"r "r"& "& &+ &+ &r*%$ &r*%$%o %o S,( & o0%(%'( o0%(%'( W%(& W%(& +%l%"r +%l%"r"( "( $o( !@& =r$($ =r$($%" %" &+ &r*%$%o &r*%$%o W "+r%b+ "+r%b+o o *"lor"r"& *"lor"r"& !@& !@& # &+ &+ &r*%$%o &r*%$%o Por
46
INVESTIGACION INVESTIGACION DE MERCADOS
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
“EASY TAXI”
E&+"& &%& 6 0r,(+"& =ro( r"l%"#"& " $"#" (o # lo& %(+,r"(+& &%( !"(+ !"(+( (r r ( or# or#( ( &0 &0$ $=%=%$o $o #&0 #&0 && # $"#" $"#" ro(# ro(#" " # r&0 r&0 &+ &+"& "& & %(+r"$ %(+r"$+" +"b" b" &0or@ &0or@#%$" #%$"!( !(+ + 0"r" 0"r" &+%! &+%!l"r l"r l" 0"r+%$% 0"r+%$%0"$% 0"$%'( '( > lo,r"r lo,r"r ?+r"r ?+r"r !">or $"(+%#"# # %(=or!"$%'( # l"& &%+ 7 0r&o("& 0"r+%$%0"(+& lo,r"(#o l r&l+"#o " $o(+%("$%'( & #+"ll". L" %#" # %!0l!(+"r &+ &r*%$%o ( l" $%#"# # T"r%-" r&l+" %(+r&"(+ !> =%$%(+ =%$%(+ +%l > $o(=%"bl $o(=%"bl "l !o!(+o !o!(+o # +r"(&0or+ +r"(&0or+"r& "r& & r&"l+ r&"l+" " ( & !">o !">or r" " l +!" +!" # &,r &,r%# %#"# "# 0or 0or l $o(o$ $o(o$%! %!% %(+ (+o o > $o!( $o!(%$ %$"$% "$%'( '( #%r #%r$+ $+" " 0"&"-ro$o=r. L" #%=%$l+"# "l !o!(+o # &"r ( +l=o(o +l=o(o %(+l%,(+ o $"r($%" # &+ r&l+" (" "!("" 0"r" l" %!0l!(+"$%'( # &+ &r*%$%o. l "&0$+o &,r%#"# $o!o 0r%($%0"l o0or+(%#"#. L" =r$($%" # &o # &+ &r*%$%o 0o& ( %(#%$"#or "l+o 0or && b(=%$%o& o=r$ &H"l"(#o &H"l"(#o " lo& -'*(& ( & !">or" $o!o &"r%o& =r$(+& =r$(+& 0or &r lo& !@& "&o$%"#o& " l" +$(olo," ( l" "$+"l%#"#. Lo& "+r%b+o& !@& *"lor"#o& *"lor"#o & #l &r*%$%o # KE"&> T"?% T"?% =ro( l"& &%,%(+&
5.5 5.5
S,r%#"# Co!o#%#"# R"0%# R&0o(&"b%l%#"#
RESU RESUL LTADOS ADOS DE LAS LAS ENT ENTRE REVI VIST STAS AS
ENTREVISTA 10 N%m&re0 J"*%r M(# V#%"
O-$ai!n0 )r(+ )(r"l E"&> T"?%
El $& $&+%+%o(" o("r% r%o o " $o(+ $o(+%( %("$ "$%' %'( ( & #+"l #+"ll" l" = = !0l !0l" "#o #o !#% !#%"( "(+ + (" (" (+r*%&+". 1. E( $o(&%&+ $o(&%&+ & +r"b"-o +r"b"-o ( l" "0l%$"$ "0l%$"$%'( %'( # E"&> E"&> T"?% T"?% 47
INVESTIGACION INVESTIGACION DE MERCADOS
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
“EASY TAXI”
2. E( $o(&%&+ $o(&%&+ l" "0l%$"$%' "0l%$"$%'( ( # E"&> E"&> T"?% T"?% 3. T% T%( ( "l, "l,( ( $o&+ $o&+o o 4. S $o(&%#ro $o(&%#ro l" %#" %#" %!0l!(+" %!0l!(+"rr l &r*%$%o &r*%$%o ( l" $%#"# # T"r%-" 5. W W r&l+"#o r&l+"#o&& +*o l" %!0l! %!0l!(+ (+"$% "$%'( '( # &+ &+ &r*%$%o &r*%$%o ( lo& #%&+%( #%&+%(+o& +o& #0"r+"!(+o& #l 0"& 6. D !"(r" 0r$%b && %(,r&o& %(,r&o& E"&> E"&> T"?% T"?% 7. W W !#% !#%o& o& # $o! $o!(% (%$" $"$% $%'( '( !0l !0l" "ro ro( ( 0"r" 0"r" "$ "$rr $o(o $o(o$ $rr &+ &+ &r*%$%o El ,r(+ J"*%r M(# V#%" &H"l" E"&> T"?% & (" "0l%$"$%'( 0"r" $ll"r& %(+l%,(+& 0r!%+ &ol%$%+"r l &r*%$%o # (o " *"r%o& +"?%&.
Co( ll" " +r"*& #l )PS l $l%(+ & $o(+"$+" #%r$+"!(+ $o( l $o(#$+or 0"r" 0"r" &ol% &ol%$% $%+" +"rr +r"( +r"(&0 &0or or+ +.. El !0r !0r( (#% #%!% !%( (+o +o =or! =or!" " 0"r+ 0"r+ # l" =r"( =r"( %$ %$%" %" %(+r("$%o("l E"&> T"?% > >" ll,' " S"(+" Cr Co$"b"!b" > S"(+" Cr $o(&%#r"(#o ll,"r " !@& $%#"#& # Bol%*%". F =(#"#" ( Br"&%l "$ +r& "Ho& > & $o(&%#r" 0%o(r" ( l &r*%$%o # 0#%#o # +"?%& ( =or!" &,r" ( L"+%(o"!r%$" "=%r!"(#o & l" "0l%$"$%'( !@&
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ENTREVISTA 20 N%m&re0 Albr+o Cr Ll"(o&
T"?%&+" O-$ai!n0 T"?%&+"
1. El &r*%$%o &r*%$%o 0r&+" l br%(#" br%(#" &,r%#" &,r%#"# # 0r&o("l 0r&o("l 2. T%( T%( &+# &+# $o(o$%!%(+ $o(o$%!%(+o o # lo & & l &r*%$%o &r*%$%o # E"&> E"&> +"?%
48
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
3. W l 0"r$r" 0"r$r" l" %#" # %!0l!(+" %!0l!(+"rr l &r*%$%o &r*%$%o # E"&> E"&> +"?% ( ( l" $%#"# 4. W b(=%$% b(=%$%o& o& l +r"r" +r"r" l" %!0l! %!0l!(+"$% (+"$%'( '( # &+ &+ &r*%$%o &r*%$%o 5. Cr 0o#r 0o#r +%l%"r +%l%"r l" l" +$(olo," +$(olo," # &+ &+ &r*%$%o &r*%$%o # E"&> E"&> +"?% +"?% 6. Cr &+# 0# 0# ob+(r ob+(r !">or& !">or& %(,r&o& %(,r&o& El (+r (+r* *%& %&+" +"#o #o &H" &H"l" l" %(& %(&, ,r% r%#" #"# # 0or 0or l &r* &r*%$ %$%o %o 0r& 0r&+" +" >" l" #l%($($%" &+@ "!(+"(#o $"#" #" ( l" $%#"# # T"r%-". T"r%-". L" %#" # E"&> T"?% r&l+" !> %(+r&"(+ &r" $o(*(%(+ %!0l!(+"rlo ( T"r%"r%-" " #b% #b%#o #o " o=r o=r$ $ &, &,r% r%#" #"# # +"(+ +"(+o o "l $l% $l%(+ (+ $o!o $o!o "l $o(# $o(#$ $+o +orr b(=%$%"(#o " lo& #o& l &o # +$(olo," &r" "$0+"#o 0or l !(#o & !* ( b"& " (*"& r#& +$(ol',%$"&.
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LIMITACIONES Y ADVERTENCIAS E( &+ 0r&(+ +r"b"-o & ob+*o l"& &%,%(+& l%!%+"$%o(&
F"l+" # $o(o$%!%(+o # lo& b"rr%o& 0r%rb"(o& > +r"(&0or+ 0"r" ll,"r " llo&.
=
)r0o r#$%#o %(+,r"(+& 0"r" l" r"l%"$%'( # l" %(*&+%,"$%'(.
T%!0o %(&=%$%(+ 0"r" l" r"l%"$%'( > l" 0r&(+"$%'( #l +r"b"-o.
Po$" %(+,r"$%'( #l ,r0o #b%#o " lo& l,"r& #o(# $"#" (o (o *%*.
CONCLUSIONES Y RECOMENDACIONES C%n#-(i%ne(0
S %#(+%=%$" l" 0obl"$%'( +"r%-H" $"l%=%$" $o( !">or %!0or+"($%" ( &r*%$%o # +"?% l br%(# &,r%#"# > $o(=%"(".
49
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
Lo& #"+o& &$(#"r%o& &H"l"( l" *"r%"bl *"r%"bl +$(olo," +$(olo," & (" #b%l%#"# 0"r" l &r*%$%o >" +o#o& (o 0o&( ( +l=o(o $ll"r %(+l%,(+.
L" ($ ($& &+" +" &H"l" &H"l" l" %#" %#" # %!0l %!0l! !(+ (+"$% "$%'( '( # &+ &+ &r*% &r*%$% $%o o "&o$%"#o " l" +$(olo," & !> b(".
Lo& &+#%"(+& (%*r&%+"r%o& & !&+r"( !@& %(+r&"#o& 0"r" l &o # &+ &r*%$%o.
Lo& +r"b"-"#or& 0r%*"#o& l #"( !">or %!0or+"($%" " l" *"r%"bl "+($%'( #l &r*%$%o # +"?% o r"#%o +"?%.
L"& 0r&o("& "#l+"& (+r l r"(,o # 3: " 54 "Ho& !&+r"( !@& ?%,($%"& r&0$+o " l" "+($%'( # ( &r*%$%o # +"?% o r"#%o +"?%.
El ,(ro =!(%(o !&+r" !@& ?%,($%" ( $"(+o " l" $"l%=%$"$%'( # l" l%!0%".
Lo& "+r%b+o& *"lor"( l" 0obl"$%'( # T"r%-" T"r%-" &o( &,r%#"# > $o(=%"(".
El !r$"#o META &+@ #%r%,%#o " 2 &,!(+o&
Se*ment% "e mera"% e>i*ente0 $er(%na( -e a#%ran a#%ran
Sr*%$%o& "#%$%o("l& T%0o # *$lo Co!o#%#"# L%!0%" r"0%#
Se*ment% "e mera"%0 0r&o("& *"lor"(
S,r%#"# Co(=%"(" T"r%=" A+($%'(
50
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
L" ($&+" r*l" l" !">or" # lo& ($&+"#o& 0r=%r( $o(o$r > r$%b%r %(=or!"$%'( &obr l &r*%$%o # E"&> T"?% T"?% " +r"*& # l" +l*%&%'(.
Re%men"ai%ne(0 A $o(+%("$%'( & #"( (" &r% # r$o!(#"$%o(& 0#( $o(&%#r"& 0"r" 0"r" l !!-or =($% ($%o( o("! "!%%(+ (+o # l" !0r !0r& &" " %($ %($l&o l&o & $r$ $r$%! %!% %(+ (+o o or,"(%"$%o("l > $o('!%$o.
S r$o!%(#" &+%!"r l" #!"(#".
S r$o!%(#" "$r ( "(@l%&%& # $o&+o.
S r$o!%(#o &+%!"r lo& $o&+o& # 0ro#$$%'(.
El $!0l%!%(+o # l" %0'+&%& #!&+r" & ="$+%bl "0l%$"r l 0l"( # (,o$%o& 0"r" l" "0r+r" # l" !0r&" # E"&> T"?%. M#%"(+ l &+#%o # !r$"#o & $o!0rob' ?%&+ ( !r$"#o !+" 0"r" o=r$r &+ +%0o # &r*%$%o.
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ANEXOS
51
INVESTIGACION INVESTIGACION DE MERCADOS
Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
“EASY TAXI”
ANEXO 10 Pr-e&a Pi#%t% FECHA:.........................................................................................................Nº DE B!E"A
La presente encuesta encuesta tiene como finalidad recabar recabar datos sobre el conocimiento conocimiento del servicio de “Easy Taxi”. Taxi”. Los datos serán usados única y exclusivamente para fines acadmicos acadmicos y de uso exclusivo de estudiante. !or favor le pedimos pedimos nos colabore colabore respondiendo respondiendo las si"uientes si"uientes interro"antes. interro"antes. #$%&'%(. #$%&'%(.
A.DATOS GENERALES
1.
2. ).
. 6.
6.
7.
¿Utliz ¿Utliza a el e!" e!"i#i i#i$ $ %e &a'i &a'i $ !a% !a%i$ i$ &a' &a'i( i( 4$4$ 4$4$ Si 5 6 4$7$ 4$7$ 8o 5 6 Fin de la encues encuesta ta ¿Con ¿Con que que frecu frecuenc encia ia utiliz utiliza a este este ser servic vicio? io? 7$4$ Poco +re cu cuente 5 6 7$7 Frecue nt nte 5 6 ¿E* +, $!a $!a!i$ !i$ ,tliz ,tliza a /0 /0 e&e e&e e!"i# e!"i#i$( i$(
7$9"u, +recuente
5
6
Marque solo una opción 9$4$ "a:ana 5 6 9$7$ "edio D;a 5 6 9$9$ Tarde 5 6 9$<$ 8oc3e 5 6 ¿El e!"i#i e!"i#i$ $ %e &a'i &a'i $ !a%i$ !a%i$ &a'i &a'i +,e ,tliz ,tliza a le 2!i*%a 2!i*%a #$*3a*z #$*3a*za a 4 e5,!i%a% e5,!i%a%( ( <$4 <$4 Si 5 6 <$7$ <$7$ 8o 5 6 De e'it! e'it! ,* e!"i#i$ %e &a'i +,e +,e le 7e!/i&a 7e!/i&a l$#aliza!l$ a &!a" &!a" %e , &el8$*$ &el8$*$ #el,la!9 #el,la!9 /$&!0*%$le /$&!0*%$le &$%$ l$ %a&$ %el #$8e! 4 el a,&$ +,e le lle"a!a a , %et*$ ¿+, &a* i*&e!ea%$ e&a!a e* ,a!l$( =$4$ =$4$ 8ada 8ada inte intere resa sado do 5 6 =$7$ Poco interesado 5 6 =$9$ Indi+erente 5 6 =$<$ Interesado 5 6 =$=$ "u, interesado 5 6 ¿Cuál o cuáles cuáles de de los siguientes siguientes aspectos aspectos le atraen atraen de este servicio? servicio? >$4$ ?ue es nuevo 5 6 >$7$ >$7$ ?ue ?ue es nece necesa sario rio 5 6 >$9$ ?ue es seguro 5 6 >$<$ ?ue es c!modo 5 6 >$=$ 0tros$$$$$ 0tros$$$$$$$$$$ $$$$$$$$$$ $$$$$$$$$@ $$$$@@@@@@ @@@@@$$ $$ ¿A través través de qué medio medio o medios medios le gustar gustaría ía reciir reciir informaci!n informaci!n sore sore este este servicio servicio? ? Marque las opciones que considera necesarias $4$ Televisi!n 5 6 $7$ Co C orreo 5 6 $9$ Internet 5 6 $<$ 1adio 5 6 $=$ $=$ 0tras$ 0tras$$$$ $$$$$$ $$$$@@ $@@@@@ @@@@@@ @@@@@@ @@@
B. DATOS GENERALES
;.
<.
G*e!$ B$4$ Femenino B$7$ "asculino
5 5
6 6
Ma!+, Ma!+,e e el !a*5 !a*5$ $ %e e%a% e%a% e* e* la +,e +,e e e*#, e*#,e* e*&! &!a a $4$ 4= 7
5
6
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
$7$ 9 =< 5 6 $9$ == m's 5 6 1=. 1=. O#,7 O#,7a# a#i> i>* * 4$4$ E Esstudiante 5Colegio6 5 6 4$7$ Estudiante 5Universidad6 5 6 4$9$ Ama de Casa 5 6 4$<$ Tra-a*ador pG-lico 5 6 4$=$ Tra-a*ador privado 5 6 11. Ba!!i$ Ba!!i$ e* el +,e "i"e?????????? "i"e???????????????? ???????????? ???????????? ???????????? ??????? ?
FIN DE LA ENCUESTA - MUCHAS GRACIAS!!!
ANEXO 20 En-e(ta
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
ANEXO 30
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
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Universidad Privada Domingo Savio Facultad de Ciencias Empresariales
INVESTIGACION INVESTIGACION DE MERCADOS
“EASY TAXI”
#$
