Apoyo en estudio de geomercadeo para localización de un nuevo centro especializado de coloproctología dentro de la zona geográfica compuesta por los Municipios de Duitama, Paipa, Sogamoso y Tunja

Abstract

When geography is introduced into the field of marketing, an undeniable relationship arises between these two, including the spatial dimension to socioeconomic processes it is here that geomarketing studies allow identifying areas with potential for the location of new business ideas, obtaining a better use of resources and the number of customers. Taking into account the profile of the target client, the variables of interest are identified and an analysis of geographical concentrations is carried out, which offer guidance on the most representative characteristics of the population, in this way, the results are supported under a global perspective and only as a trend on areas with potential for commercial performance. By the foregoing, within this document analysis will be carried out that will be able to propose an optimal sector for the location of a new specialized coloproctology center in the geographical area made up of the municipalities of Duitama, Sogamoso, Paipa, and Tunja, is that how The following methodology would be applied based on two components, component A (geomarketing analysis with secondary information) and component B (geomarketing analysis with field validation). The geomarketing analysis with secondary information is based on the use of digital maps with sociodemographic information of the analyzed city and information from free databases, processing from statistical and quantitative methods supported by geographic information system tools. On the other hand, the geomarketing analysis with field validation is the most reliable part of the study where the hypotheses obtained in the first component are confirmed and thus have greater certainty of the decisions to be made. This process is executed with the help of surveys, where it begins with a pre-operational phase, corresponding to the planning stage that consists of defining the size of the sample and the content of the form, after which the execution is given, supported by the TaskGo application, which allows georeferenced data to be obtained in real-time, and thus later to be able to carry out the validation with the GIS tools and the statistical processes, complying with the required standards. This writing shows the theoretical, technical, and practical inputs that were developed throughout the internship, as well as its execution results and conclusions. Recognizing the importance of the integration between the theoretical heritage and the practical component as two necessary elements on the way to the professionalization of the topographical engineer.