Estudio de mercado para la elaboración de yogurt de jackfruit (Artocarpus heterophyllus Lam.) en la parroquia San Francisco de Novillo del Cantón Flavio Alfaro

This research is focused on the use of jackfruit to provide a new consumption alternative in the production of yogurt recognizing the properties that this fruit has; a market analysis was conducted for the implementation of a jackfruit yogurt micro-enterprise (small business) in San Francisco de Novillo Parish in Manabi using applied research with a mixed approach. A survey with a sample of 460 inhabitants of Flavio Alfaro canton was used, calculated using a formula with an error of 4.5% by means of thirteen questions elaborated in Google forms. The results obtained determine a demand of 77.2 % emphasizing a high acceptance of the product; according to the favourite place of purchase of the customer, we should choose to use a marketing channel producer - neighbourhood store, as 64.8 % of respondents prefer this place of purchase. In case of sales most consumers prefer to be informed by social networks, regarding to the favourite packaging of the consumer the data show a high inclination for the plastic container. The mission, vision and policies were drafted as part of the corporate image of the microenterprise; in addition, marketing strategies were defined, such as the creation of a catchy name, packaging innovation, customer loyalty, creation of distribution points, fair prices, discounts, product label design and advertising campaigns. The study concludes that the implementation of a yogurt microenterprise is feasible from the market point of view.

• Huvudupphovsman: Zambrano Chica, Omar Octavio (author)
• Materialtyp: masterThesis
• Språk: spa
• Publicerad: 2024
• Ämnen: MICROEMPRESA; YOGURT; JACKFRUIT; ESTUDIO DE MERCADO
• Länkar: https://dspace.unl.edu.ec/jspui/handle/123456789/28958