UNIVERSIDAD DE LOS ANDES

Marketing Research
Professor: Andrs Barrios

Juan Sebastin Snchez Velandia Cd. 200914797

Jean Michell Rodrguez Nez Cd. 201015917
Santiago Macias Hernndez Cd. 201113721
Jaime Alberto Amaris Peuela Cd. 200922652

SECOND SUBMISSION
Marketing Research Project

SECOND SUBMISSION MARKETING RESEARCH PROJECT

Introduction
According to our observation process and approach to the subject of the
customer service and experience provided by restaurants in Bogot, we have
come to the recognition that there is a business opportunity. We have found
that eating in restaurants has a social component that the customers perceive
as highly valuable. The cultural paradigms are shifting towards a fresh,
innovative and fun way of dining. For that reason, next we have defined the
Marketing Research process to evaluate the perception of the potential
customers of our business model.
Defining the Problem

Determine if Bogotas society is culturally ready to accept a totally

different service model in traditional restaurants, which we call full dining
social experience.
As we have seen, Bogotas traditional restaurant model is characterized
by direct service to the customers, where the order is taken and then it is
delivered by the employees of the restaurant. Another way of service is the one
characterized by turns, which have being implemented in Colombia with great
success. Our purpose is to measure the degree to which people is able to
accept the full dining social experience, with some feedback of similar
experiences that some restaurants have had throughout time in the
Colombian market.
Symptoms (Related to the Problem)

Absence of restaurants which actually implement this service

model in the city.

In places with a great affluence of consumers, often fails to
deliver a good service due to the delay in the processes

associated with traditional service in restaurants.

Costs implied with the traditional service in restaurants tend to

be high.
The market

oversaturated and lacking of innovative options.

Bogotas society could not be ready for a new type of service in

restaurants.
There is a big amount of competition in the restaurants market.
Customers are always looking for new experiences in the process

of

food

chains

and restaurants

its

actually

of consuming products and services.

Managerial Decision

As a manager the decision we have to face in this project is

whether to invest or not in a new business model in the
restaurants and food chain sector with the new full dining social
experience, taking into account the chances of acceptance of the
new model by the customers and the costs that this business
would bring.

Research Objectives

Identify the target market

Information
Needs:
Psychographic

and

Demographic

characteristics
Locate and measure the target
Information Needs: the places they use to hang out and the

number of people that usually go out.

Describe the Target Market preferences regarding food and eating

Information Needs: Time, Type of food and Price

Measure customer satisfaction within the current offering in the
restaurant business model
Information Needs: Where

Ethics and Vulnerability Assessment of the Project

Our marketing research project tries to be the less invasive as possible
and will be guided by a sense of justice, respect and beneficence. By being
beneficence we will avoid all unnecessary harm because our research
methods will be under informant consent. We will respect the privacy and
autonomy of the consumer and will not try to deceive them in any way. The
benefits of our work will be the result of our group work through the semester
and will be available as an academic article, which can be distributed fairly
among all individuals involved in the investigation.
Investigation method:
Through exploratory investigation we expect to have enough information
on the possible success of the business model. By means of a Focus Group, a
descriptive technique, we try to discover perceptions, opinions, beliefs, and
attitudes towards the currents restaurant business models. To further our
investigation we will proceed to make a quantitative study through a series of
sample surveys with people whom may be interested in the new type of service
we are offering.
Results formulation
How do we present them?

The results that will be evaluated are primarily qualitative because our
problem is about consumer perception, so the results will be highly
interpretive

(Testimonials,

written

fragments

of

the

interviews,

etc).

Nonetheless, we will use a range of tools to analyze the quantitative

information we can gather from different techniques as the surveys, for
example, some of the measure of satisfaction tools described above, which give
us different outputs like comparative scales, charts, interval measures and
statistical properties. According to this, we will collect all that information and
present it in power point presentations, Prezi presentations or others modern
ways of showing quickly and effectively the results.
Timetable

Exploratory Research
During the Exploratory Research we consulted different
secondary sources referred to the tendencies in the behavior of
Colombian people.
First, we found an interview made to Camilo Herrera, Raddar
President- considered an expert in Colombian consumption
behavior. According to Herrera, the consumption structure of the
average Colombian is determined for five reasons: income level,
buying opportunity - closeness, credit capacity, reason for buying
and brand power. Food, housing, education, transport and
communication and other expenses are some of the products,
according to Raddar studies, the main motive for Colombians to
consume is by the need, while articles of clothing and related

expenses with culture, fun and entertainment are attributed to

enjoyment.
"Over 70% of consumption in the country is a cost incurred by
necessity due to many factors, including that we are a developing
economy and we have great income limitations and needs and
housing supply," says Herrera. As well, he explains that the
average Colombian is willing to give cash, because he/she has
the capital to invest in what he/she needs each day and doesnt
spend beyond that.
Taking about of the actual amount of the expenses, Herrera
explains that monthly consumer income invests between $0 and
$350.000, the average consumer, between $350.000 and
$750.000 dollars and the high consumption one from $750.000.
"These people are limited to purchasing products, for three main
reasons: necessity, opportunity and ability to purchase. One
example is that when I go to a place to buy a product that used
to cost $ 1000 and now costs $ 1,100, this small increase is for
me a great inflation because I cannot acquire product fractions in
most big chains country, while in other neighborhood stores I can
negotiate the price with the shopkeeper, "says Herrera.
In this situation, the seller or supplier of certain goods or
services must contact the consumer's situation and understand
how you make the decision to purchase and also give the user
the need, opportunity and ability to do it .
The statistics warn that frequent places acquisition of consumer
goods in Colombia are convenience stores ( 46 % ) , department
stores ( 22 % ) , market ( 10% ) , specialized sites (9 % ) , bakeries
(5% ) , Hawker ( 3%) and others such as shopping centers ,
drugstores and plazas.
On the other hand, we found out about the different levels of
measurement and scaling. A common feature of marketing
research is the attempt to have respondents communicate their
feelings, attitudes, opinions, and evaluations in some measurable
form. To this end, marketing researchers have developed a range
of scales. Each of these has unique properties. What is important
for the marketing analyst to realize is that they have widely
differing measurement properties. Some scales are at very best,
limited in their mathematical properties to the extent that they
can only establish an association between variables. Other scales
have more extensive mathematical properties and some hold out

the possibility of establishing cause and effect relationships

between variables.
What we learned was that there are four levels of measurement:
nominal, ordinal, interval and ratio. These constitute a hierarchy
where the lowest scale of measurement, nominal, has far fewer
mathematical properties than those further up this hierarchy of
scales. Nominal scales yield data on categories; ordinal scales
give sequences; interval scales begin to reveal the magnitude
between points on the scale and ratio scales explain both order
and the absolute distance between any two points on the scale.
The measurement scales, commonly used in marketing research,
can be divided into two groups; comparative and non-comparative
scales. Comparative scales involve the respondent in signaling
where there is a difference between two or more producers,
services, brands or other stimuli. Examples of such scales
include; paired comparison, dollar metric, unity-sum-gain and
line marking scales. Non-comparative scales, described in the
textbook, are; continuous rating scales, itemized rating scales,
semantic differential scales and Likert scales.
References of the Exploratory Research
-

Agriculture and Consumer Protection (1997). Levels of

measurement and scaling. Recovered the day 16 of August of
2013,
from
http://www.fao.org/docrep/w3241e/w3241e04.htm

Castro, A. (n.d). Tendencias de Consumo en Colombia.

Recovered

the

day

15

of

August

of

2013,

from

http://www.m2m.com.co/interna.asp?mid=14&did=16Castro,
A. (n.d). Tendencias de Consumo en Colombia. Recovered the
day

15

of

August

of

2013,

http://www.m2m.com.co/interna.asp?mid=14&did=16

Descriptive Research

Qualitative Study

Focus Group

from

During our Marketing Research Process we realized that the best approach for
the Descriptive Research was the Focus Group because we wanted to gain
insight in the consumers perceptions of the service and understand why they
use the current services. The focus group was used because the topic at hand
is common to everyone, doesnt require previous specialized knowledge and is
not a sensitive topic that raises intimacy concerns.
The Focus Group was held at one of the Gesell Chambers of Universidad de
los Andes on October 2nd during afternoon time, with the attendance of 7
people plus the moderator who was a team member. Beforehand we design a
series of guide questions (See Annex) so the moderator could remember the
important aspects he had to ask during the Focus Group and keep track of it.
While the other members were behind the glass recording and taking notes.
Also to gather extra information we use some projective techniques like
Picture This Picture That

TM

(See Annex) where we showed the participants a

series of pictures and ask them about what the pictures make them feel or
what come to their minds when they saw them, and Word-Association Test
where we ask the contestants to tell us what do they think when we put
together two different words like Food+Music. We find that these techniques
are useful to get insights about the kind of service they are accustomed to,
and what characteristics they wish that a different kind of service could
provide.
-

Hermeneutic Analysis

Vanessa Daza
Vanessa is interested in trying new things. She often demands be surprised
by the chef with some exotic, new, and vary unique recipes. She specially
highlights a ceviche prepared in a small restaurant in Taganga, Santa Marta,
Colombia, prepared by a local chef. Vanessa puts a lot of importance in the
menu of the restaurant. More than the appearance of the restaurant she
searches for a unique menu that offers her delicious food. In the focus group
she talked about Sushi Rail, a new business model that has opened in
Bogota. She is a frequent customer in restaurants because she doesnt limit
herself to special occasions; any excuse is good for her. She doesnt like to go
alone to restaurants; she values greatly the social component of dinning in
restaurants.

Luis Amaris
Luis often goes to El Tambor because its a different dining experience that
offers a very high social component. He said its a different plan from other
normal restaurants and that it is almost necessary to go in group. As he lives
away from his family (they live in Barranquilla), he values so much the
experience of sharing dining time with them, specially attempting to visit
newfangled places where he and his companion can delight with those new
offerings and enjoy unforgettable moments. On the other hand, he is quite
extroverted, for that reason he likes to try different sort of restaurants with
his peers.
Luis Enrique Parada
He likes the taste of Colombian food. He likes Colombian restaurants like La
Bonga del Sin (a traditional coastal restaurant) which principally offers a
wide range of steaks and other exotics food entries such as coastal serum,
plantain chips, boiled cassava, etc. and it has many service points in the city
of Bogota. Luis also talked about La Fragata, a local restaurant that has more
than 40 years of tradition and it has established as a premium quality
restaurant in the city. It specializes on sea food and its recognized by its
elegance, exclusivity and also because its a rotating restaurant and this isnt
common among the restaurants he has visited. As he expressed, family is a
main priority in his life and he enjoys sharing with them through the week
and specifically on weekends, so he remembers different places in which the
spotlight for him was the possibility to interact with his family and even
discuss some personal problems, that means the importance of a nice and
comfortable place, beyond others factors like the menu, the price, among
others.
Andrs Hernndez
Andres remembers a very pleasant evening with his family at the Decameron
restaurant in Santa Marta located in the Galleon Ship. He also expressed the
importance of the atmosphere that the restaurant creates. He remembers
visiting a restaurant in Usaqun that had a different atmosphere in each floor.
He doesnt remember the name but he recalls it had four floors one of which
was specially designed for sports watching. When the self-service idea was

mentioned he supported the idea and tough it could have success in the
market as long as it tried to involve a social component. He thought it would
not have success with families because they could do these activities at home.
This idea was supported by virtually the rest of the participants.
Paula Medina
For Paula the best food is the traditional Colombian cuisine. She also likes
staying at home to cook with friends or family. She likes restaurants with style
with special themes that creates a good atmosphere. One of the restaurants
that have marked his culinary experiences is a Buffet Restaurant in Boston,
US, and the reason she loved it was because she could find the raw
ingredients like the different kinds of meats, vegetables among others, and
prepare them by herself and she could choose what she wanted, the preferred
quantity and the way she want the food to be prepared. She supported the
idea of Luiss idea that the social component of the restaurant experience is
very important. She also visited the Decameron Galleon restaurant and
remembered it had seats that resembled a roaster and a deck decorated with
seafood.
Julin Prez
For Julian the important component of dinning in a restaurant is going with
company because he lives alone and doing so gives him an opportunity to
socialize. He normally goes out to eat with family or friends. He talked about a
restaurant in Bucaramanga which only opened the weekends. The added
value of such restaurant is that the chef puts on a show where he explains
how to prepare the dishes and tells some interesting culinary tips. The show
is made on a very limited but very delicious variety of dishes. The chef goes
from table to table maintaining constant contact with clients. He also
mentioned another restaurant where people fish their own food and pays an
establish price that is not determined by the weight of the specimen they
catch. This type of restaurant actively involves clients in the creation of the
plates. He mentioned that he thought blind restaurants were very interesting
because it proposed a new experience.
Jessica Ovalle

In general Jessica prefers to go out to restaurant in special occasions, with

friends, or with her boyfriend. She talked about a pizza place behind Bulevar
Niza that she liked because of the service, the menu and the atmosphere it
created. Another restaurant that made an impression in her was a meat
restaurant in Argentina located in Puerto Madero, just besides La Plata River.
Even though she is not a fan of meat, she enjoyed it because of the quality of
the food and the culinary reputation of the region. Fortunately, she has had
the opportunity to travel to several places around the world and she has a
well-defined description of what a good restaurant for her should and shouldn
t have, among those things she believes that going out for dining is not an
often activity, but a sporadic situation and she expects to be surprised by a
blending of a good place, menu, service, from ingredients to the final dish and
the intrinsic details the experience can offer her to make it unforgettable.
Crossed Analysis
Objective 1: Identify the target market taking into account the demographic
and psychographic characteristics as the information needs.
Objective 2: Locate and measure the target according the places they use to
hang out, and the number of people that usually go out as the information
needs.
Objective 3: Describe the Target Market preferences regarding food and eating
according to time, type of food, price and social component as the information
needs.
Objective 4: Measure customer satisfaction within the current offering in the
restaurant business model.

Vanessa

Objective 1
Demographic:
She

presents that the location commented

some

attractive of the restaurant that

characteristics
that

Objective 2
Objective 3
Vanessa
stated Vanessa

make

was
us important

Objective 4
From
the
projective

her technique

not favorite type of shared

for food is seafood, from

think of her as a her.

But mainly shrimp. types

potential

the She

for

our

client analyzing

we
images
different
of

also restaurants.

service. locations of the mentioned that Vanessa expressed

She is part of our restaurant

age

target

she an

that mention

preferred restaurant

income located

family

in

the the

purchasing power with

avenue. innovative.

to have access to The

restaurant Another

service

we

of she

thought

are when

we

basic

progress

was new

in located

degree. She lived near

Santa park.

north Marta.
Guajira she

until

she goes

graduated
Colegio

she

thought image #3
by was

common,
dirty

and

business unprofessional.

the

Since

the

93 image

was

restaurant

that consisted of a Bogota

normally rail
eat

third
a

The common

She model

coast of Colombia mentions

La

In

of contras

a implemented
beach near

in

quality.

in model

of Taganga

the

and

Vanessa was a noisy,

obtaining her law famous

in

were

professionalism,

the mentioned

education technique
is

mind

and organization,

of example

finished projective

and

her

be cleanness,

were restaurant

offering. She has doing

already

into

to

street original

type

The

menu image

100

the

the

#1.

offers. She said when she saw the

with Zona T and near needs

sufficient

for

that the menu the words that came

She is part of a restaurants

high

preference

we factor for her is image

goes from 18 to concluded

25 years of age. she

important a

we

that concluded

with rotated across she

of family or friends the

in

likes

that
high

class restaurants;

Albania that come to visit establishment.

fact

that

should

and went off to from the coast or In the rail that not be surprising
learn French and other

countries. rotated people given

Portuguese. After After taking into could pick up status.

spending a year account all these the
out

of

the aspects

we sushi

country she came concluded

back to study in for

her

La

Universidad location

de

los

which

the have

of
they

that desired.
the

of

Andes restaurant
is

type

the During

does focus group we

relative perceived

reason she lives importance.

the

Vanessa

that
is

her

social

in Bogota in this

very

moment.

person;

fact

that

was

Psychographic:
She

likes

and

reflected in the
to

experiment

different

new

experiences

exotic

cuisine.

She

social

she

is

with

shared
us.

She

adventurous and

expressed that

likes

be

the

to

component

to

exposed

social

unexpected

was

situations.

important

Because of this

factor

hunger for exiting

dinning.

new

very
when

experiences

has taught her to

adapt quickly to
different
Luis

situations.
Demographic:

His

favorite The

Luis is also part restaurant

favorite For

in food for him is current

of the range of Bogota is called also

age

we

are El

targeting

Tambor although
La

Although

of food.

prefers

It

comes

from

high
family.
currently
obtaining
degree

he

a the

liked see

income atmosphere
He

is created
lots

of

it food

roasted the city.

is

one He

thinks

to current

open be ordered in of
and group

in green

areas. friends

he

for restaurants within

with which has

his spaces

outdoor

to also enjoys quality

that

outdoor him

he

was restaurants

purchasing power Bogota. He said interesting

he that

are

likes insufficient.

25 years of age. just outside the Colombian

because

offerings

he business

Calera roasted

He has a high suburbs

the

seafood, in the restaurant

that which is located also

goes from 18 to in

Luis

the

offerings

restaurants

with within the city are

or limited

and

are

economics

and Taking

into family.

reduce to a few

graduated 4 year account

his Following these concrete areas in

ago from Colegio description

we idea he stated Bogota

Albania. He was concluded

lived
his

almost
life

in

ear

is

restaurant activity

all located

in

the

that that going out Zona G, Zona T

born in the city of Luis will prefer to

Barranquilla but a

like

the has

an and the Parque de

that la 93.

great

La periphery of the social

Guajira.

He city that offers component and

currently lives in him

big

open that he often

the city of Bogota spaces.

does

and

studies

his

the

Universidad

in

de los Andes.

it

when
family

comes

from

Barranquilla to
visit him. For

Psychographic:

Luis

He expressed his

not an issue,

interest

for

he

likes

the

enjoying

high

and

quality

food

with

good

quality

in

food
atmosphere

of

price

the

restaurant.

He

likes

him reputation

restaurants

that

of

manage

high

restaurant

standards
that

include

unique

but
a
and

service.

is

For
the

reflects

the

high standards
it manages.

special
characteristic
that
differentiates
them

from

the

rest.
Paula

Demographic:

Paula said she Paula

stated For

her

the

She is also part often

goes

to she

of a high income restaurant

family

which located

makes

him

suitable
Age

in

traditional

target. She also enjoys she

he eating

at

makes part of the suburbs

target

market she

because

he

its

although in different details

also

has of the restaurant

the great

is very important.

Respect

Psychographic:
a

reserved

different

aspects,

spaces far away she likes to eat from the food to

from

is

the

with reflected in many

between 18 and with big opened presentation

She

said

find Italian cuisine. theme should be

is restaurants

25 years of age.

repercussions

where admiration for She

can

of

unique style and

the Colombian

a north of Bogota. food

wise

likes creation

the

noise.

city in

buffets. the

She During

very often goes out focus

way

their

the present

their

group menus.

When

person with her family she wasnt very Paula was asked

who prefers quite or

predictable
situations

alone

with proactive

her boyfriend.
that

makes

participative;
but

her

or to see image #1

she

all

great well organized and

importance
the

thought

did the aspects where

place

comfortable.

she

in matched her view

social of

component

good

of restaurant. When

going out to a asked to comment

restaurant.

on image #3 she
told us that she
liked it because it
represented
typical Colombian
food but that she
still

Jessica

Demographic:
Similar
rest
subjects
within

She

to

mentioned She

the different

of

the restaurants
she

the

is different

image #1.
didnt She thinks that a

mention
in preference
towards

preferred

a very
aspect

important
for

a success

age, locations which specific type of restaurant

of

the
a
rests

education,
income
that

and suggest

she food

but

she on the quality of

range doesnt have a did clarify she the

we

have preference for a didnt

established
the

like offers.

market.

to

choosing

restaurant.
Psychographic:
is

with opinions in aspect

every

for

place near Bulevar

that as long as the very

is

proactive subject irrelevant

pizza

We aspect for her Niza which left a

concluded

very location

an humble

a important

it
She

as specific location meat. Price is mentioned

target when it comes not

She

service

an quality
taste

good

and impression on her

of

the precisely

her food are good. of

because

the

good

aspect as long as the In respect with customer service it

discussed in the restaurant

focus group. She offers
likes

doing value.

the

social offered.

great component

of When we showed

dinning

she her the images she

outdoor activities

told

but does not hate

very important words

doing her every

for her because and

day

she associates asked what words

obligations.

us

it

She likes to travel

restaurants

be

with

to

occasions

lot

and

exposed

is thought #3 evoked
like

noisy

dirty.

When

came

into

mind

special when

she

saw

like image #1 she said

intense

birthdays

or clean

situations.

anniversaries.

and

autonomous.

She goes out to We can conclude

restaurants to that

within

the

socialize

with current offers in

friends

that Bogota there are

she doesnt see restaurants

very often.

satisfy

that

Jessicas

expectations
are

not

easy
because
high

but

always

to

find
of

the

standards

Jessica expects in

customer service.
Julin

Demographic:
Similar

to

rest
within

the is
he

the

that

Julian Because

currently important

is living in a very factor

where

Julian

there

when many

we

needs

as are close to his worry

target home

with

variety

of

he lives alone foods and prices,

have restaurants that he

established

are

restaurant

and the city. Julian to eat. Because great

range prefers

the

not For

age, central point of choosing where options

education,
income

is

the from Bogota but Price is a very lives in a location

of

subjects

Julian

to he

says

he

is

about satisfied with the

because many

current

market.

of the variety of expenses.

Psychographic:

options that the enjoy a meal in Despite

offers

To available to him.
of

these

During the focus central part of a restaurant he when asked what

group

Bogota

development,

he On

demonstrates

to weekends

offers. looks

at experience

the restaurants
that

offer

be a very quiet Julian moves to good

person,
only

remembered
a most

spoke

very

price about

his opinion when at

on

the

he

which the north part without giving unique

expresses of Bogota to eat up

he

type

the business

of

model

restaurants quality of the implemented in a

it was asked. He with his family food. Although restaurant located

also

expresses or friends.

of

his in

that he likes to

economical

practice sports.

view

He mentioned that
he these

expressed
great

Bucaramanga.
restaurant

obligated

interest customers

in a restaurant involved

to
in

be
the

that offered a cooking process.

new

type

dining

of He also spoke of a
restaurant

that

experience. He required people to

said

he

interested
because

was fish

their

own

food. They paid a

the fixed price that did

experience

not depend on the

offered him a weight of the fish

chance

to

go the client cached.

out

with

friends

and

socialize,

one

of the aspects
that he doesnt
get a chance to
do

very

because of him
Andrs

Demographic:
Similar

to

rest
within

the was
he

the

income

Bogota, into
asked

and he

we

liked

have located

established

he if

in

as Usaqun sector. can

Psychographic:

Usaqun

Andres is a very great

participative

and

has demonstrated

in says he will go that

had to

in
new

involves

expensive customers in the

service restaurant if it preparation

the

area had
and

give his personal entertainment

quality service.

about offers. He said He

every topic asked. he had visited a

When

asked

high evaluate

the

interest

restaurant image

different types of cinema options different

to

images he found

mentioned no

He like to make many bars and that

like besides

of

many their food.

was offered a variety atmospheres

#2.

for
When

had he saw this image

he

thought

of

atmospheres in eating at home

painting and also restaurants.

practice a lot of When

interest

overlook developing

always trying to of

activities

clarified

said this factor. He restaurant models

restaurants

opinion

he

the great value he great

target He

he

a but

the service be expanded. He

many offered

market.

person,

when restaurant market

choosing

range named

the

account Bogota has a big

to prices

is name

Andres,

age, restaurants that restaurant, but that it could still

education,
that

When
the from

of

subjects

living alone.
Andres, Andres
takes For

each floor and instead of going

Andres was composed out to eat.

sports.

goes out to eat of 4 different He

he

often

out

with

family

goes atmospheres.

said

business

model

his The last floor proposed

and was

friends.

the
by

us

specially should be only for

designed

for couples

people

and

who for

wanted

not

families

to because these last

watch

sport ones could do this

games.

at home.
He also mentioned
a restaurant that
had the form of a
Galen
had

which
a

very

interesting theme.
The

deck

covered
shrimp

was
with

and

inside

the
with

roasters.
Luis

Demographic:

Enrique

Similar

to

rest
within

he
the

the commented he likes the current

is restaurants isnt Colombian

age, of his concern food,

range safe place. He that

we

as takes
target with

his

car comes

him

in prices

many

likes

Psychographic: Is occasions.
a

very

person,

because he is very

specially interested
he

is When

in

he

have told us that he neutral when it image

established
market.

offering in Bogota

and as long as it is a meat. He says Colombian food.

income

the

also He argues that he

the location of the likes

education,
that

expressed He

the that

of

subjects

Luis

trying to give his to

top described

important argues

he
the

and traditional
to

try Colombian

The other types of restaurant

kind security issue is foods.

always very

to

#3

saw

He dangerous

as
and

that cheap.

him one restaurant Because of these

personal opinion. independently

cant have an we can conclude

He

is

talkative of the type of atmosphere for that

person, likes to food he is going the

different offer

the

current

could

express

himself to have or the types of plan upgraded with the

openly.

distance he has you can do. He new service we are

to travel to get told us that a proposing.
to

the restaurant that

restaurant. Luis has

says

he

family

often atmosphere

is

dines with his not appropriate

family since its to
a

go

with

very friends.

He

important factor highly

value

in

social

his

Although
assured

life. the

he component

of

that dinning.

the location is
not

important

for

him

he

mentioned

two

restaurants, La
Bonga del Sin
and La Fragata,
and

they

are

both located in
the north of the
city.

Quantitative Study
-

be

Survey Design

The survey is in the Excel Annex, for purposes of making easier to the people
who are not so good at English to answer we developed the survey in Spanish.

To calculate the sample size (n) of every question we identify whether the
variables were categorical or numerical in each one of them, then we identify
which kind of data is requested in the question between Nominal, Ordinal,
Interval and Ratio. Finally to adjust the number to the actual population we
made a correction to (n) considering 16000 as the whole population of the
students in the university (N). Finally we estimate an Error of five percent for
every calculation.
The Formulas we used to make the calculations were:
2

Z S
n=
2
Erro r

n=

For Numerical Variables

2
z p( 1 p )
Erro r 2

For Categorical Variables

n=
1+

( Nn )

The Correction for the Population

Conclusions
-

Analysing the study we have confirmed that students from 18 to 25

years old with high purchasing power can be considered our target
market. According to the study we can conclude that these students
attend the current fine dining offerings and would be interested in
the type of service we are willing to offer.

From our study we have discovered that this target market usually
hangs out in the T Zone, G Zone, and often go to restaurants that
are located near their homes. They usually go in couples, with family
or friends, usually in groups of five or six persons. Most of them live
in the north side of the city.

Most of them didnt considered price a relevant aspect in their

purchasing decision, provided the restaurant had a good quality

services. Our target market preferred a high quality restaurant with

a stylish and elegant atmosphere. Regarding the food itself each one
had different preferences but they all agreed on the necessity of wide
range of choices.
-

Everyone was satisfied with the current dining offerings but said
there is space for improvement. They seem to be quite open minded
to new experiences and offerings; those came up to their minds
mainly from what they had seen during their trips abroad.
According

to

their

descriptions

and

assessments

of

their

experiences, it is possible to highlight that those qualities in which

some restaurants are excellent at, others lack. For that reason, there
is a big gap for improvement in the way it can be offered what we
named The full dining social experience and integrate all the
valued aspects by the customers as a whole.
Annexes
Focus Group Question Guide
1. Apertura
Presentacin del moderador (juan), presentacin de los diferentes integrantes
del focus group. Presentacin de los objetivos del focus group. (conocer su
percepcin sobre los modelos de tipos de restaurantes. NO hay respuestas ni
buenas ni malas).
Contextualizacin del tema.
2. Gua de preguntas.
1- Que restaurantes conocen actualmente.
2- En que ocasiones frecuenta estos restaurantes. (situaciones especiales,
aniversarios, cumpleaos, etc.) (3)
3- Generalmente con quien acostumbra a comer? (3) y (1)
4- Cul restaurante le ha generado la mejor impresin? Describa brevemente la
experiencia. (4) y (3)
5- Qu tipo de comida es su preferida? (3)
6- Les gustan los restaurantes temticos? Describa estos. (3) y (4)
7- Que restaurantes alternativos a frecuentado? (nacional e internacional) (4)
8- Que tanto valoran el componente social a la hora de comer? (3)
9- Les gusta cocinar o les gustara aprender a cocinar su comida? (1) y (3)
10(3)

Comida + Tiempo =
Comida + Msica =
Comida + compaa=

Research Objectives

Identify the target market (demographic, psychographic) (1)

Locate and measure the target (places, # of people) (2)
Describe the Target Market preferences (time, type of food, price) (3)
Measure satisfaction with current possibilities (Where, satisfaction) (4)
Projective Techniques
1