bicity 

 

2. EXTERNAL AUDIT

 

2.1 Economic Forces

 

• Availability of credit

 

According to the republic bank it is observed that in January of 2012 there were fewer agents perceived the access was easy showing a fall of 7,4 percentage point from the figure recorded six months ago. 81.5% of the agents perceived it is easy, while 13.6% believe that credit availability is low. Finally, regarding the credit availability for the next six months, 66.7% believe they will have no change, 21% believe that this will be lower than the current and projected to be 9.9% higher.

 

However According to the latest survey of expectations conducted by the Central Bank in June 2014, 82.7 percent of local entrepreneurs considered to be high resource availability, which becomes the highest record in at least two years and also according to businessmen and academics, the Colombian economy has ample liquidity and credit availability.

The availability of credit affect the services companies directly because that give consumption capacity to people and in this way the will have more money to spend in different and new services. If people don't have enough money they will not spend in services that are not mandatory or obligatory.

 

• Money market rates

According to the institution “DANE” the policy of money market in Colombia is governed by a system of Inflation, the purpose is maintain a rate of inflation low and stable and also reach output growth in line with the potential capacity of the economy. That means that the objectives of this policy combine the goal of price stability with maximum sustainable growth in output and employment.

According to the republic bank the main instrument of monetary policy of the Colombian central bank to intervene in the money market (increase or decrease the amount of money in the economy) are the open market operations (OMA). When required to increase liquidity they increase the amount of money in circulation in the Colombian market, the Central Bank buys securities or financial papers. Thus the Issuer injects money into the Colombian economy. This type of operation is called OMA expansion. By contrast, when the Bank requires reduce liquidity they collect money from Colombian market, then sells securities and therefore collects money from the market. This type of operation is called OMA contraction.

According to an article published in January 5 2015 of the magazine Portafolio and the institution “DANE” reveals that inflation in 2014 shows an increase of 3.66 percent, driven mainly by rising food prices, education and housing. The variation of last year exceeded 1.72 percent recorded in 2013 (1.94 percent).

 

 

The money market rates affect the services companies in different ways, mainly when there is a high flow of money circulating in the country because this increase inflation and when this happen prices increase too. When prices rise the demand decreases especially when goods and services are elastic, this means that as the price increases the demand is lower. When prices rise, demand decreases especially when goods and services are elastic. This means that as the price increases low demand.

 

• Demand shifts for different categories of good and services

According to the institution “DANE” the “IPC” is an indicator that evaluate and measure the variation of prices of the most representative goods and services in the country. This must be taking into a count to measure the demand shifts because according to this people buy and spend their money in goods and services.

 

In the table above are the variation of the “IPC” of the last three years in each city of the country.

 

 

 

As we can see the group who had more variation in 2014 according to the “IPC” is transport, this group was the one with more demand shifts.

This is one of the aspects that affect the most the services companies because if the demand increases it is necessary to increase the offer too in order to keep the balance and satisfy the market. If there are more people wanting and demanding the same goods and services, the companies that supply those needs are going to grow and expand their business and operations. 

 

• Export of labor and capital from the United States

 

 

 

In the table above are the number of American people that arrive to Colombia during 2009 and 2012.

 

 

 

In the table above are the destiny in Colombia busier from foreign

 

 

In the table above are the main reasons of traveling to Colombia from foreign.

This factor is not really relevant to the industry and services companies because the number of foreign people from North America is not really significant and the principle reason for travel to Colombia is turism.

 

 

 

Although the figures are from 2008 the trend has been to go to United States to work for the famous "American Dream", that’s why the number of Colombians working in the United States is much higher than Americans working in Colombia. This figure has increased since the facilities of travel and the agreement of TLC.

 

• European Economic Community policies

Political relations of the European Union with Colombia and other countries in Latin America are part of the provisions of the Treaty of Lisbon entered into force on December 1, 2009.

Policies have been stable relations between the EU, Colombia and its neighbors. Its historical, cultural and ethnic ties have maintained a constant dialogue between these regions, which in the case of Colombia is situated at three main levels; dialogue and cooperation with Latin American countries - particularly with the Rio Group, under EU / CAN Cooperation Agreement and bilateral relations between the EU and Colombia.

 

The EU act in five different axis. The first one, support to the government. Second, defense of Human Rights and International Humanitarian Law.  Third, combating the causes of violence and helping victims of violence. Four, Protection of biodiversity and the environment. Fifth, Strengthened coordination and regional cooperation.

 

The aspect that affect the most the services companies in Colombia is number four, the protection of biodiversity and the environment. Environment is part of the stakeholders in a company, that’s why anything that happen in the environment will affect the company directly or indirectly and anything that happen in the company could affect the environment. Also social responsibility nowadays is very important for companies and they work hard in order to achieve and help in the society they work.

 

 

• Level of disposable Income

 

The level of disposable income has grew significantly from1992 to 2005, this represents that people have more income to expend after they had payed all the bills and necesarypayments causing an increment on the money they have to afford what they really want; this can help the gym because it is not considered a necesary service but a "luxury" service,so if people have more money to expend on what they want,the gym would be afected positively.

 

 

 

• Interest Rates

The interest rates in Colombia have changed in the past 13 years, the rate of intervention in the year 2000 was 12,0 and in 2013 was 3,25, there you can see that it has dramatically decreased what make us think that it will continue that way. The rate for consume, in 2000 was 28,77 and in 2013, 17,90 it has decreased.

 

 

 

• Propensity for People to Expend and Consumption Patterns

 

This graph shows both, the propensity for people to expend and the consumption patterns because with what they consume, we can understand their propensity to expend. Here we can see how recreation and culture is in what people consume more with transport and clothes what represents a great opportunity for the sports industry because we can see how people are propense to expend on in and that the consumption patterns of a typical Colombian is clothes, services (water, gas, electricity),furniture, communications, restaurants and recreation.

 

 

• INFLATION RATES

 

Source: http://www.banrep.gov.co/sites/default/files/publicaciones/archivos/pisi_feb_2015.pdf

According to the annual report of inflation provided by the bank of the republic (02/02/2015), after a fall in prices since October of 2011 until December of 2013, the Colombia’s inflation rate has been growing steadily to a current value of 3.82%. Consumers cannot save as much as before. They are forced to dedicate more money that before in the acquisition of goods and services, inasmuch as prices has increased. The savings capacity diminishes.

 

This movement represents a disadvantage as the products that come up in times of inflation are the most consumed. The most demanded will be the staple products and in this case the funds of customers will be diverted. If food or clothing prices are skyrocketing household economies suffer and won’t have enough money to expend in extra services; however, this need to save money could lead them to find ways to spend less, within which one could be using a more economical transport.

 

 

• UNEMPLOYMENT TRENDS

 

Source: http://colombiareports.co/bogota-economy-statistics/

 

The unemployment rate in Colombia has been declining since late 2010, in a process of economic recovery from the 2008-2009 crisis.

The recent economic slowdown has been reflected in a slower rate of decline in the unemployment rate which nowadays is in 8.7%, a situation that was foreseeable as unemployment approached its long term level, consistent with the economy growing around its potential.

During 2014, the unemployment rate has continued to fall and continues to give positive signals for dynamic private consumption; however, behind the reduction in the unemployment rate, there are signs that show deterioration in the quality of employment and this implies an advantage for our industry because most people will need to be transported and will have the resources necessary to afford it.

 

• TAX RATES

 

Taxes in Colombia apply to all the inhabitants of the national territory with the same tariff, Here is brief description of the most important taxes that were taken into account to make our analysis:

Taxes

Definition

Tariff

Income and capital gains tax

Income tax is a national tax levied on profits and gains derived from day-to-day operations (ordinary income). The capital gains tax applies over the extraordinary income.

Income tax: 25%

Capital gains: 10%

Income Tax for Equality (CREE)

CREE is a National tax designed as a contribution of companies to the benefit of employees, employment generation and social investments. The CREE applies over profits and gains obtained by companies which are likely to enrich them. This tax replaced certain wage-based social contributions.

9% for 2013-2015, 8% as from 2016

Sales tax (VAT)

VAT is an indirect national tax on supplied services and on sales and imports of physical goods.

Three tariffs: 0%, 5% or 16%

Consumption tax

Indirect tax levied on vehicles, telecommunications, food and beverages.

4%, 8% and 16%

Tax on financial transactions

The tax is accrued on every transaction aimed at withdrawing resources from checking, deposit or savings accounts, and cashier checks.

0.4% of the value of the operation.

Industry and Commerce Tax

The industry and commerce tax is a local tax that is imposed on revenue generated from industrial, commercial or service activities carried out in the corresponding municipality.

Between 0,2% and 1,4%.

Property tax

This tax is levied annually on the ownership, usufruct or possession of real estate property. It is collected by the municipality where the property is located.

Between 0,3% and 3,3%.

SOURCE: http://www.investincolombia.com.co/how-to-invest/taxes.html

 

This factor is critical because it is the contribution that we as citizens and organization of the country have to pay to the government in order to contribute to the public expense. It is an obligation and responsibility; therefore we must meet it in order to avoid falling into legal problems and make a threat for the company to become and to carry out the functions within the legal framework of the government.

 

• IMPORTS AND EXPORTS

 

 

Source: DANE – DIAN Cálculos OEE MinCIT

 

As shown in the graph, we can notice that the imports to Colombia had increased in a good way in the past 4 years, due to an enhance of trust by other countries to do business with Colombia; United States and China being the main entities in these negotiations. This means for our industry that world markets are more interested on bringing their products to our country, therefore, this can be a big opportunity because the technology needed to improve our business can be brought easier helping to innovate.

 

Source: DANE – DIAN Cálculos OEE MinCIT

 

Colombia exports have increased nearly doubled in the last seven years, however, still below imports which generates a negative trade balance. This does not directly affect our industry, since any process within the provision of the service is affected by exports.

 

• PRICE FLUCTUATIONS

The behavior of inflation is under control and is in line with the goals of the Central Bank, which on this side sees no major threats even though the economy is growing at lower rates. (EL PAIS, 2014).

What most influenced the consumer price index in 2014 were the educational costs which rose 4.16% in the country, next, health prices which increased 3.18% and housing than they did in 2.25%.

 

The price fluctuations are based on how much of a product is put on sale in one day, changes in short-term demand and the market availability of competitive products. Taking this into account, the products affected by this economic force are the commodities and services are not harmed by them.

 

 

2.2 Social, Cultural, Demographic, and Natural Environment Variables

 

CHILDBEARING RATES

 

The trend in the total fertility rate states that between 2010 and 2015, a woman throughout her childbearing years (15-49 years), have 1.9 children; this fee is not projected change from the period 2005-2010.

 

On the same hand, the general fertility rate indicates that between 2005 and 2010 per thousand women of childbearing age 58.2 births occurred; for the period 2010-2015 the number tends to decrease to 56.8 births per 1,000 women of childbearing age.

Localities higher fertility rates reached between 2005 and 2010 were Usme, Ciudad Bolivar, Sumapaz and Bosa; it is projected that between 2010 and 2015 this indicator decreases generally in all locations but these towns will continue to have the highest rates.

Bogotá tends to have indicators of fertility, reproduction and lower birth rates compared to Colombia, except for the mean age of fertility is higher for Bogota.

This is a disadvantage, because in the future the majority of the population will tend to be older and therefore they would have access to more elaborate means of transport easier. However, one can think of the opportunity to encourage the use of our service for the preservation of health and youth.

 

• NUMBER OF BIRTHS

 

The trend of births in Bogotá has had a decreasing trend, between 2008 and 2010 decreased by 6.4 %. The localities of Kennedy, and Suba had the highest number of births in 2010, generating 14.3% and 13.3% of total births respectively. The highest birth rates between 2005 and 2010 found in the towns of Usme (21.7), Ciudad Bolívar (21.3) and Bosa (19.8) and estimates that between 2010 and 2015 remain the localities with higher birth rates.

This information is of great importance to our industry, allowing us to identify locations that would be more feasible to offer our service due to in the future will have more population and considering their socioeconomic structure are the perfect target market to offer our service .

 

• LIFE EXPECTANCY RATES

 

Life expectancy at birth of the population of Bogotá has been steadily increasing. Between the years 2005-2010 has increased by 1.6 years and is projected to increase by 2015 over 1.2 years; This indicator tends to grow more rapidly among women than among men, between 2005 and 2010 increased by 0.8 and 0.3 years, respectively.

Life expectancy at birth of the Bogotá citizens is higher than the national average. It is projected that between 2010 and 2015 the increase will be greater at national level than at district level, although this did not achieve the order of the indicator changes.

This is important because it gives us a glimpse of what people expect from their life for the future, therefore, is an opportunity to provide citizens with our service, guarantee a better quality of life through a safe, environmentally friendly and self- transport.

 

• PER CAPITA INCOME

 

 

Bogotá generates about a quarter of the country's GDP; however, it is one of the cities with higher levels of inequality, where 9.2% of the population has unmet basic needs and 1.4% live in poverty. According to the National Demographic and Health Survey (ENDS), the population accounting for approximately 80% of the wealth is in the high stratum and higher.

Based on estimates of the district secretary of finance, income per capita is US$ 5,835. However, the situation posed above is of great concern that inequality affects the proper functioning of the community; we see this as an opportunity because through the provision of our service we are providing facilities for the underprivileged to boost their progress through transportation facilities.

 

• NUMBER OF DEATHS

 

 

 

According to the group of deaths of the 6/67 list, most of the deaths in Bogotá occur for diseases of the circulatory system generating nearly one third of total mortality, the second group generates more deaths in all followed by other disease neoplasms . General information Bogotá latest mortality is for the year of 2009.

Considering the leading cause of deaths are problems in the circulatory system, this is an opportunity for our company , because our service is based on a daily exercise is one of the most beneficial factors for improving circulation. Doing so helps constantly circulating through the muscle contractions that act as drivers in the veins and increase traffic flow in the arterial beds. Therefore, we could be contributing to the mitigation of a widespread problem in the community.

 

• NUMBER OF MARRAGES AND DIVORCES

 

The Superintendent of Notaries and Registration, Jorge Enrique Velez said that from January to November last year, civil marriages and divorces in Colombia rose 1.77 and 0.49 percent, respectively , when compared to the same period of 2013.

For cities, the Superintendent reported that in the notaries of Bogotá 10,300 civil marriages and 4,322 divorces were recorded.

According to the entity, proportionally, for each divorce is recorded, 2.3 civil marriages are also writing. Although Bogotá is the city in which more civil marriages are logged, this event had a negative variation leaving without registration 151, i.e., in the capital fell by 2.3 percent the number of unions held by notaries.

Given that the number of marriages is higher and is growing with respect to the number of divorces, is an opportunity for our company to focus on service to a solution for all family members, in order to leverage this insight.

 

• IMMIGRATION AND EMIGRATION RATES

 

Bogotá has about seven million people, including the largest number of migrants and IDPs in the country (home to 270,000 IDPs). Both phenomena are different expressions of the same cause: the rural-urban migration historically linked to unequal access to land and has led to tension between owners and peasants and eventually to armed conflict and violence that continue to cause forced displacement.

The national data reveal that 98.6 % of the displaced population lives below the poverty line, being officially classified as living in extreme poverty 82.6 %, figures contrast sharply with the 29.1% and 8.7%, respectively, for non-displaced population. The income of IDPs in Bogotá is, on average, 27% lower than those of poor resident population.

This situation of people arriving in Bogota for several reasons represents a threat and a problem for the proper functioning of services, since the levels of insecurity in the city will increase due to if they not have the necessary means to survive, some of these people are obliged to make incorrect actions against the community.

 

• NUMBER OF SPECIAL-INTEREST GROUPS

 

IDRD. “Pedalea por Bogota” program that aims to encourage the use of bicycles to promote the capital district new behaviors and lifestyle habits that improve the relationship between its members and everyday activities, ensuring respect and inclusion environments that improve the quality of life.

This program is a gigantic opportunity to be exploited by the industry because it has the support of the government directly and can be used for obtain guarantees on security and accessibility.

 

• SOCIAL SECURITY PROGRAMS

 

In order to improve the perception of safety and contribute to the elimination of crimes that affect the life of society, in particular murder and theft, police strengthened security with mobile CAIs.

The operation of these immediate care centers, is similar to that of fixed, their difference is that can be mobilized to where the crime is being presented. Equipped with cutting edge technological equipment, which identify persons requesting court records and perform monitoring with video cameras. This program provides industry with guarantees for correct operation; safety is what most worries potential consumers.

 

• Level of disposable income, it refers to how much money families have to spend and save after paying income taxes.

 

The level of disposable income in Colombian families has been showing a trend that increases since the year 2000. Some researches have find out that nowadays the increase of the disposable income is 3 times higher than it was many years ago, reaching an increase of almost 10% per year.

 

 

This increase of the disposable income is a benefit for services companies as people have more money to spend in things that are not considered basic needs.

 

 

• Federal government budget deficits, it is the difference between the incomes that the government gains (taxes) and the debts they have to pay.

 

According to the Financial Plan of Colombia the federal deficit have decreased 0,1% since the year 2013 and in 2014 it reached to 1,3% of the GDP.

 

As government is a stakeholder that affects almost all the organizations, if there is a high federal deficit many companies will be disturbed, but if the federal deficit is decreasing public organizations will generate more jobs and it will probably cause an increase in the minimum wage

 

 

 

• Worker productivity levels refer to the amount of output produced per work hour by each individual.

 

Colombia, indicadores laborales de Otras industrias manufactureras*

2001 - 2013 ( II Trimestre )

 

 

 

 

 

Año

Trimestre

IPL

IRH

ICLU

Año base 2001=100

2001

I

91,87

96,09

104,62

 

II

90,85

100,10

108,92

 

III

97,16

101,69

102,47

 

IV

120,12

102,12

84,00

2002

I

91,92

110,34

119,88

 

II

88,01

110,47

121,01

 

III

103,63

109,85

87,82

 

IV

112,22

116,50

84,06

2003

I

98,99

119,29

92,82

 

II

105,30

123,21

94,34

 

III

103,55

115,58

89,58

 

IV

127,03

121,00

77,34

2004

I

83,21

122,75

125,90

 

II

100,23

125,96

105,44

 

III

104,39

123,08

105,28

 

IV

145,30

122,24

79,53

2005

I

95,60

130,05

131,73

 

II

98,34

128,01

127,25

 

III

120,31

124,36

102,68

 

IV

148,92

128,67

86,42

2006

I

91,33

128,67

141,94

 

II

99,34

133,83

120,79

 

III

126,07

133,28

100,45

 

IV

145,78

135,61

93,76

2007

I

93,35

134,40

149,08

 

II

111,00

141,21

150,75

 

III

121,07

138,54

123,21

 

IV

145,07

135,92

106,03

2008

I

107,26

140,18

161,69

 

II

130,67

153,26

156,17

 

III

122,55

148,26

133,53

 

IV

154,14

152,57

100,19

2009

I

101,25

159,83

145,34

 

II

107,27

163,80

166,56

 

III

112,42

156,12

159,85

 

IV

128,48

160,05

140,77

2010

I

111,07

158,34

170,53

 

II

112,93

165,31

173,10

 

III

116,90

157,18

169,73

 

IV

152,92

159,64

123,78

2011

I

135,72

163,07

145,54

 

II

112,17

162,19

184,83

 

III

107,11

160,36

186,13

 

IV

115,37

170,27

174,00

2012

I

111,92

169,62

195,57

 

II

114,50

180,60

200,43

 

III

106,21

176,60

210,22

 

IV

112,70

172,76

194,92

2013

I

100,41

183,83

230,08

 

II

104,30

189,24

216,53

Fuente: DANE - MMM

 

 

 

 

 

 

 

 

IPL: Indice de productividad laboral

 

 

IRH: Indice de remuneración por horas

 

 

ICLU: Indice de costo laboral unitario

 

 

 

 

 

Ilustración 1http://www.incp.org.co/document/productividad-y-movilidad-laboral-razones-para-una-reforma-laboral-en-colombia/

In Colombia the levels of worker productivity are really low nowadays, which leads into a threat for this industry as the productivity of the companies will also decreased, generating a low income and lower earnings.

 

A recent study reveals that in Colombia there are required 4,5 people to complete the job of 1 people in the United Stated this lead us to understand that companies in this industry will need to hire more employees in order to accomplish the goals in the period of time proposed, causing more expenses in salaries that could be used as an inversion in other areas that the organization must have to achieve improvement.

 

 

• Value of the dollar in world markets

 

The value of the dollar in Colombia has had an incredible increasing in the last months; it has passed from 2000 Colombian pesos to 2300 Colombian pesos in just few months. This rise affect positively to the exportations and the coffee producers, but it is affecting negatively to the petroleum companies, the people who want to travel to countries such as United States, and the imports as people will have to pay more for the same price in dollars.

 

We can consider that it will affect this industry if we are looking for raw materials that are being imported from different dollar economies places.

 

 

• Monetary policies

 

Colombia’s monetary policy is based in maintaining a low and stable inflation rate with a maximum sustainable growth of the economy and the develop of more employs looking for the welfare of the entire population.

 

The industry can take advantage of this as in industry services we need more people to do the jobs and this will generate more employees following the monetary policy.

 

• Organization of Petroleum Exporting Countries (OPEC) policies

Colombia is not a member of the OPEC.

 

 

 

• Average disposable income

According to the president of Raddar, the disposable income in Colombia is distributed in such a way that in average for each 1000 Colombian pesos 105 go to the payment of debts causing that the amount of money to spent by the Colombian families is decreasing.

 

This affects our industry because people will not consider spending their money in things that aren’t essentially needed.

 

 

• Energy conservation

 

 

 

The energy conservation is increasing, as there is more importance in reducing the use of energy in Bogota. For our industry is a big opportunity this situation as it will help to reduce the energy consumption by some habitants of the city.

 

• Social programs

 

- Departamento para la prosperidad social

- Bogotá Humana under the government of the mayor Gustavo Petro

- Portal Bogotá

 

Are some of the entities that have increased the number of social programs that work for the welfare of all the habitants in the city, most of them promotes the exercise in all types of communities giving the industry a opportunity to help to accomplish this social goals.

 

• Numbers of churches -Number of church members

 

The most represented religions according to DANE in Bogota are: Christianity, Hinduism, Islam, Buddhism, and Judaism.

 

Religions could affect our industry, as people will want the social goodness and welfare, using alternative ways of transportation, increasing the practice of sports so that young people don’t fall into bad paths.

 

 

 

• Social responsibility

 

In all Bogota’s companies the importance of a social responsibility is every day bigger. It is important to develop a social responsibility company in every industry to protect the community, the employees and the shareholders of the organization gaining in this way benefits for all the parts involved.

 

• Attitudes toward careers

 

Nowadays the careers with more demand in Colombia are Management, Laws, Industrial Engineer, Economy, Finances, Psychology, Marketing and International Businesses. According to the research they are chose because of the field of action

 

• Population changes by race, age, sex, and level of affluence

 

 

Ilustración 2http://www.dane.gov.co/files/censo2005/PERFIL_PDF_CG2005/11001T7T000.PDF

 

Ilustración 3http://www.dane.gov.co/files/censo2005/PERFIL_PDF_CG2005/11001T7T000.PDF

The population in Bogota is increasing and as this industry is not focused in specific groups of people the increment of people in Bogota is also an increase in the demand of our services.

 

• Attitudes toward authority

In Bogotá there is an evident dislike for the authority of the city, the mayor Gustavo Petro as 69% of the Bogota’s citizens disapprove his job and his government ideas.

 

• Population changes by city, country, state, region, and country

 

Ilustración 4http://www.scielo.org.co/scielo.php?pid=S0121-47052012000100002&script=sci_arttext

 

Ilustración 5http://www.scielo.org.co/scielo.php?pid=S0121-47052012000100002&script=sci_arttext

As we can see in the charts above the population in Bogota is increasing, causing also an increase in the demand of transportation from the habitants of the city. Our industry can be positively affected because as the population increases they will be looking for new alternatives of transportation.

 

• Recycling

The First National Recycling Congress, organized by the ANDI, I report that in Colombia 47% of the consumption of paper and cardboard is recycled, while in the United States about 60% is collected, and 70% in Spain.

For the industry it’s an opportunity to demonstrate a commitment to sustainable development and, in particular, waste management and care of the environment. Thereby, companies in the sector can be known as socially responsible companies.

• Number of woman

The National Administrative Department of Statistics, Dane revealed that Colombia are currently 23 million 312 thousand 832 women (50.63 percent) of the Colombian population.

The figure was revealed by Dane on World Women's Day. 43.7 percent of the female population of the country is employed.

Life expectancy at birth of Colombian women is 78.5 years, ie, the average number of years a woman would live as long as existing mortality trends remain in a given period.

People more concerned about the physical condition are women. For industry it is important to know the large percentage of women in the Colombian population. Especially for Curves Center is important to know the large number of women employed to provide services as well.

• Changes in tastes and preferences

The consumer values ​​highly the submission of bids, although it feels influenced by the advice of a friend / friend (word of mouth) and even the desire to try something new. In all advertising plays an important role.

In this new century consumers are better informed and have more protections and more aware of their rights, allowing you to choose quality and ensure safety. The tendency is to spend more money on phone, new technology, travel and leisure. All services involving time savings are likely to succeed. Spending rationally either saving time or money, is the current lifestyle of our society.

As for the factors most valued consumer emphasizes the importance it attaches to the cleaning and care of commercial establishments, the quality of products or personalized stores. Consumers are becoming increasingly critical attitude and highly value the limited time available to them and are more aware of what they buy.

• Looking for a good value.

Today's consumers are more reflective, more experts and their level of education and higher education, leading them to adopt more rational behavior in consumption and demand a clear and complete information of the products that will be consumed.

According to the study conducted by International Food trends Ipsos Napoleon Franco, 59% of Colombians claims to have recently made changes to their diet to make it healthier. When asked what were these changes, claim to be using less flour, more vegetables and less fat in most cases, and to a lesser extent, claim to be eating more fruit and less sugar and sweets.

It is a fact that healthy trend is here to stay and that Colombians, despite not become overweight, are becoming increasingly concerned about eating well, for two-thirds of respondents say that most meals (64% ) and beverages (61%) who do are healthy and those that are not usually refreshments, where 40% are healthy and the rest of the so-called "junk" food.

Today, consumer tastes and preferences change easily so I t is a threat not to satisfy these tastes and preferences in the services the industry offers.

 

• Lifestyles

Colombians tend to have fun at home through television, tablets, DVD and home theaters.

Studies show that the Colombian style of life will focus on health as obsessive theme. Is expected to increase the demand for healthy food, Colombians will have physical activity through relaxation centers, spa, gym and beauty salons.

In the malls, the gym is becoming essential in the supply of open to the public, according to the study.

For industry is a great opportunity this changes in the Colombian lifestyles because more they will be more focused on health services. This is a great opportunity to grow in the market offering more tailored services.

• Average level of education

 

It is a big opportunity to offer a great professional growth in the industry, that means developing firms that offers opportunities to growth.

 

• Attitudes toward business

According to an article in the magazine “El tiempo”. The World Bank report an improvement in the environment for entrepreneurs in Latin America, and also said that Colombia is the country with more business facilities in the region.

Doing Business study, placed the country in the best position it has had on this classification, which analyzes the ease of doing business in 189 countries. In 2015 Colombia was ranked 34, which advanced 19 positions on the issue in 2014, when it was ranked at 53.

According to that study this attitude toward business affect in a positive way the services companies in Colombia, because it will expand and create new markets, relations with other countries, more exportations, recognition in the business world,  and it will increase competition by creating and providing better services.

 

• Traffic congestion

Traffic congestion affects the quality of life of its inhabitants and becomes unproductive and inefficient economy of the region. Because of this problem, in the world have been implemented various measures that seek to control traffic flow, including the "Congestion". Indeed, congestion, auditory, visual and air pollution, and low levels in road safety are some factors that adversely affect quality of life of citizens and are mainly caused by excessive vehicles on daily pathways.

According to the magazine “La republica” in Colombia the cars mobilized 23.67 Km / h, according to figures from the study "System of Cities" of the World Bank and the National Planning Department. Traffic congestion limits the inflow of resources, reduce uptime and even affects health and the environment.

In the survey "Bogotá Cómo Vamos" only 17% are satisfied with the road in general. 60% believe that the best alternative to improve mobility is the repair of roads and 42% believe that Metro would be the solution. This special report shows that 36% of people using public transport, while 27% prefer Transmilenio and in the last five years the number of the fleet was increased by 40%.

The ministry of transportation showed the next figures about the fleet.

 

 

The table above shows the figures of national fleet.

 

The table above shows the figures of private cars.

 

The table above shows the figures of public cars.

 

The next graphic taken from the report of the survey “Bogota como vamos” show the increase of the fleet.

 

 

 

According to the same survey said in the city roll 165.061 new vehicles and 59.781 motorcycles. The city has 16,095 kilometers on roads. Regarding the state of the road network of the city, 37% good, 43% bad and 19% regularly.

One figure relevant is that the bicycle is the means of transport with less average travel time of 25 minutes, then 25 minutes taxi, motorcycle 30 minutes, with 33 private car, 47 minutes Transmilenio public transport 56 minutes.
 

The analysis of BBVA Research realizes that Colombia will increase its fleet of 3.5 million vehicles between 2010 and 2020.

District secretariat of the environment present the next graphics that show the number of cars, motorcycles and public cars (Taxi) in Bogota.

 

 

 

 

 

 

 

 

 

 

 

 

 

This factor is one of the most representative in companies of services in Colombia, specially for those that work in trasportation. As the figures show the increase in fleed is very high and roads are not in the best way. Those are the principles two causes of traffic congestion in Bogota. This situtation could be an advantage for companies that work with friendly means of transport with the environment. People are tired of traffic congestion and they are looking for new means of transport more effective. 

 

• Trust in government and attitutes toward government

The university “Torcatuo De Tella” measure the trust in government in Latin America usin the ICG that is the index that measure changes in public opinion on the work done by the national government. Is designed in such a way to capture what citizens think about the national government, from the estimate of five dimensions:  the image or general government assessment, the perception of whether governs thinking of the general good or private sectors, efficiency in public expenditure management, the honesty of the members of the government, and the ability of government to solve the country's problems.  The present the next graphic.

 

 

Director of ASEP/ JDS (Data base) present the next graphic in which it show the trust in governement in each country of south America. Figures are from 2008.

 

 

Trust in government can be very subjective. In Colombia often depends on the political party and therefore the person in charge. That is why the data may change significantly, depending on which person is in the mandate.

The magazine “Semana” published an article with the results of the survey “La gran encuesta Colombia opina” by the Ipsos signature for Alliance Media News RCN, RCN Radio, FM and WEEK. The opinion of 1,009 citizens were consulted. The results said, President Juan Manuel Santos has an unfavorable image of 56%. Bogota Mayor Gustavo Petro has an unfavorable image of 60%. Only 28% have a favorable image of the mayor of Bogotá.

77% of respondents do not trust the Colombian justice system, 73% distrusts the high courts. 75% expressed no confidence in the Congress, and 66% said they had an unfavorable image of the legislature. While 68% distrusts the National Government.

 

This factor can affect directly all services companies that are from the governmen. If people  don’t trust them they are not going to trust public companies, so they are not going to succeed. But if they trust a lot the companie will grow and it will be representative for the society.  In this case the trust in Colombia`s government is very low, that’s why many projects don’t succeed, people are not feeling confortable, safe and protected by the government.

 

• Attitud toward work

The Capital District created 76,000 new jobs, representing an increase of 1.9%

 

The city has maintained the downward trend 9.9 in 2011, 9.5 in 2012, 8.6 in 2013 and in 2014 decreased 0.2 percent according to figures from the National Administrative Department of Statistics (Dane)

 

 

 

 

The attitude toward work has improved since the unemployment figures have dropped.

 

• Buying habits

 

Habits of Colombian consumers have had a very strong change in the last 15 years in technology topics.

 

Congestion in big cities and improvement in the standard of living of Colombians have caused consumers to eat more out of their house which has led to the arrival of important multinational brands in the country. When people dinner, lunch and breakfast outside, they don’t do the same market size for the house, so the big supermarkets have been affected.

The sale of personal products has lost relevance this used to represent the 7.6% in supermarket sales nowadays represent just the 6.7% this is because the advancement of catalog sales.

According to Fenalco the increase in transport costs has been remarkable: increased vehicle ownership and maintenance entails a number of expenses that are reflected in the structure of the basket. Stand telephony costs, as well as subscription television services and computing in the field of communications. Also rising input tax and financial expenses in the basket.

 

In recent years, the trend of online shopping has increased and has become one of the pillars fastest growing economy in countries from Latin America.

This is one of the most relevant factor in service companies. Consumers are changing as well as their needs and likes. Companies need to be conciuos about it in order to offer better services that satisfy their expectations. Because of this they need to be update and have very good marketting programs in order to get to know their clients and be succedd.

 

• Ethical concerns

According to the Corruption Perceptions Index 2013 released by Transparency International, the public sector in Colombia is still perceived as corrupt by businessmen and international experts. The country maintains the rating of 36 out of 100 making it ranks 94 among 177 countries.

 

Corruption has been one of the most ethic concern to Colombian society. Figures present above show and throughout the years has been a repetitive and constant phenomenon. This undoubtedly has very high and significant repercussions on Colombian service companies  because it does not allow an open and legal competence affecting the ability to conduct business.

 

• Attituted toward saving

According to data published in the report including Asobancaria the first quarter of 2012, savings of Colombians banks totaling $ 98.1 billion. Accordingly, and given that the guild estimates that there are 18.8 million people with savings accounts, we can say that Colombians have saved an average of $ 5.2 million.

 

The company “Yanhaas” conducted a study to determine the number of people who save in Colombia. According to this study the citizens are most do. However only 40% of people are currently saving.

 

34% consider that option more attractive for investment money is invested in a business, 17% say they save at home, 14% leave it in a savings account, 10% buy shares, 9% create funds family, 8% invest in CDT, 5% invest in bonds and 1% buy currencies. 14% said that none of the options given seems good

Persons saving money is a very important factor to service companies in Colombia because this gives consumption capacity for people to acquire the services frequently.

 

• Sex roles

The next graphics were taken from the press release of DANE’S institution and it show the differentiation of some indexes in different aspects of men and womens in the society.

 

 

 

Illiteracy in the age range 15-24 is higher in men

 

 

 

 

 

In rural areas the educational level is higher in men as in urban areas.

 

 

The level of unemployment in rural and urban areas is higher in women.

 

 

Men work more than women

 

• Men earn more money than women

 

The role of gender is still very strong in society, in most aspects evaluated man is in a higher level than women. This affects service companies as there may be discrimination against women and this would force to hire only men subtracting possibility to hire women that can have a very good performance

 

 

 

 

 

 

BIBLIOGRAPHY

Ceballos, S. A. (2011). Desplazamiento urbano y migración en Colombia.

MinCIT. (2014). Exportaciones Colombianas.

MinCIT. (2014). Importaciones colombianas y balanza comercial.

PORTAFOLIO. (06 de Enero de 2015). En 2014, hubo más colombianos casados que divorciados.

Romero, J. C. (1 de Noviembre de 2012). Más allá del desempleo. Portafolio.

Secretaria distrital de salud de Bogotá. (2012). Diagnóstico distrital de salud 2012. Bogotá: Área de vigilancia en salud pública.

Uribe, J. D. (2015). Informe de política monetaria y rendición de cuentas. Bogotá: Banco de la República.

 

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