Estudio del comportamiento del consumidor de bebidas alcohólicas tipo light de la ciudad de Machala
The following work is being carried out to evaluate the behavior of consumers and their preferences in terms of the consumption of beer the clear Pilsener light in the market of the city of Machala, after evaluating the various segments that exist in our local market, we have selected our target mar...
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| Natura: | bachelorThesis |
| Lingua: | spa |
| Pubblicazione: |
2015
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| Soggetti: | |
| Accesso online: | http://repositorio.utmachala.edu.ec/handle/48000/3854 |
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Aggiungi Tag | Riassunto: | The following work is being carried out to evaluate the behavior of consumers and their preferences in terms of the consumption of beer the clear Pilsener light in the market of the city of Machala, after evaluating the various segments that exist in our local market, we have selected our target market to which we will focus directly with constant promotions by determining the strategies of marketing and marketing acquired in the years of study, it seeks to increase the sale of beer the clear Pilsener Light in the local market, positioning it as a leader in sales in the city.Through the objectives posed as they are, the investigate the degree of knowledge and acceptance of the Light beer, in the market of the city of Machala, to identify the factors Internal and external influences on the choice of consumer purchase of beer, analyze and segment the type of market that has as its priority care figure through the consumption of light products, analyze existing competition in the market. With these strategies loyalty customers and capture new markets with the desire to cover the widest number of buyers, which will enable us to grow as a trade mark and be leaders in the local market, the different promotions carried out will grow tremendously sales, reaching our goal, and obtaining significant gains on the sale of product volume and in this way hoarding and loyalty our target market.Our target market has the following characteristics. Men and women older than 18 years older who drink beer, according to the INEC in Machala there is an estimated 245,972 people that are within the age range, people with a socio-economic level medium-low, medium, medium high, people active in the workforce who likes to meet between friends on weekends. |
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