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

• Autores: Julio Alonso, Ana M. Arboleda, Andrés Felipe Rivera Triviño, Denys Yohana Mora, Rubilma Tarazona, Pablo José Ordoñez Morales
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 33, Nº. 145, 2017, págs. 412-420
• Idioma: español
• DOI: 10.1016/j.estger.2017.10.003
• Títulos paralelos:
  • Qualitative marketing research techniques applied to consumers of fresh fruit
• Enlaces
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• Dialnet Métricas: 6 Citas
• Resumen
  • español

    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.

  • English

    This article presents some qualitative techniques used in marketing research that can be applied to thestudy of agricultural goods. The purpose of this article is to show the usefulness of qualitative marke-ting studies for the agricultural sector with emphasis on consumers’ perceptions of fresh fruit. It uses afocus group to illustrate the concepts with a case of fresh guava. It concludes that the results of thesestudies are useful for thinking about marketing strategies and plausible changes in the agricultural pro-ductive processes. Within the limitations, it is noted that the results yield by these techniques cannot beextrapolated and require follow-up studies.

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