Análisis de la variación de las ventas de un bar-restaurant mediante un estudio cuasi-experimental de modificación del signo de dólar en el precio, tomando en cuenta la situación de compra, la situación de uso, tipo de cliente y variables demográficas. Aplicado en el bar-restaurante Balcón Quiteño ubicado en la Ordoñez Laso de agosto del 2014 a septiembre del 2014

Abstract

This research seeks to verify if the modification of the dollar sign on the menu of a restaurant provokes changes in sales. The method for this study was quantitative and all the information was collected through surveys, a total of 459 surveys were held and thus, with the assistance of the STATA program, the PSM analysis (Propensity Score Matching) and descriptive analysis of each variable were carried out. The Matching method performs an analysis of the PSM, which tries to match each participant with a similar non-participant and then measure the average difference in the variable obtained as a result between the two groups, then the method checks if the PSM is valid, calculating a weight for each set of participants and non-participants to check if they’re leveled. The nearest neighbor test was performed, as well as the matching radius, Kernel and sturdiness estimators, to see if the results are consistent and if significant changes in the sales of the control group vs. those of the treatment group were obtained. The results showed that they are willing to pay up to $1.27 more on average per person when there is no dollar sign on the menu. It is thought that by eliminating the dollar sign from the menu, on a cognitive level, people start believing that the product is not so costly and so, they are willing to spend more on any product that is above their limen for perception.