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Técnicas de investigación cualitativa de mercados aplicadas al consumidor de fruta en fresco

Author

Listed:
  • Ana M. Arboleda
  • Julio C. Alonso
  • Andrés Felipe Rivera Triviño
  • Denys Yohana Mora
  • Rubilma Tarazona
  • Pablo José Ordo?nez-Morales

Abstract

Este artículo presenta algunas técnicas cualitativas empleadas en investigación de mercados que pueden ser aplicadas al estudio de bienes agropecuarios. El objetivo de este artículo es evidenciar la utilidad del uso de estudios de mercado de tipo cualitativo para el sector agropecuario con énfasis en las percepciones del consumidor de fruta en fresco. Específicamente, se utiliza un grupo focal para ilustrar los conceptos con un caso de la guayaba en fresco. Se concluye que los resultados de estos estudios son útiles para pensaren estrategias de mercadeo y en posibles cambios en los procesos productivos agrícolas. Se observa entre las limitaciones que los resultados arrojados por estas técnicas no pueden ser extrapolados y requieren estudios de seguimiento.

Suggested Citation

  • Ana M. Arboleda & Julio C. Alonso & Andrés Felipe Rivera Triviño & Denys Yohana Mora & Rubilma Tarazona & Pablo José Ordo?nez-Morales, 2017. "Técnicas de investigación cualitativa de mercados aplicadas al consumidor de fruta en fresco," Estudios Gerenciales, Universidad Icesi, vol. 33(145), pages 412-420, November.
    • Handle: RePEc:col:000129:015948
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2722
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    Cited by:

    1. Rosa Anaya-Aguilar & German Gemar & Carmen Anaya-Aguilar, 2021. "Factors Associated with Spa Tourists’ Satisfaction," Mathematics, MDPI, vol. 9(4), pages 1-14, February.
    2. Edwin Octavio Ciro-Gallo, 2021. "Evaluación de metodologías de planeación estratégica en pymes del sector confección: estudio de caso," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(13), pages 1-28, January.

    More about this item

    Keywords

    Agroindustria; Comportamiento del consumidor; Fruta en fresco; Investigación de mercados cualitativa;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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