Perfil del consumidor del detergente OMO multiactivo (caso Cochabamba Bolivia)
Abstract
En el mercado de detergentes, la oferta de productos ha crecido considerablemente; y es que, a lo largo de estas últimas décadas, ha sufrido una evolución digna de destacar. Es por ello, que se debe prestar bastante atención a constantes cambios de las inquietudes y tendencias que muestran los consumidores. Por este motivo, es la necesidad de conocer el mercado lo más minuciosamente posible, y así ser siempre considerados como la mejor opción. A este efecto, el siguiente proyecto de investigación tiene como finalidad principal, conocer las características y particularidades de los consumidores de OMO Multiactivo en Cochabamba-Cercado. Para ello, se consideróútil comenzar con un análisis univariado y un análisis bivariado, donde se mide las propiedades de los consumidores del producto y se analiza el comportamiento del consumidor. Posteriormente, se recurre a un proceso muy útil que se encuentra dentro del marketing estratégico: la segmentación de mercados; el mismo que se realizó a través del análisis de clasificación multivariante de conglomerados {cluster analysis) en sus tres variaciones: análisis de conglomerados jerárquico, análisis de conglomerados k- medias, y análisis de conglomerados en dos etapas (bietápico). Estos tres análisis lanzaron resultados atractivos, los cuales permitieron perfilar los segmentos representativos encontrados.
In the detergent market, the product offering has grown considerably, and that is, over recent decades, has undergone a noteworthy evolution. This is why you should pay close attention to the concerns constantly changing and trends show consumere. For this reason, it is the need to understand the market as thoroughly as possible, and always be considered as the best option. To this end, the following research project has as main purpose, knowing the characteristics and peculiarities of Multiactive OMO consumere in Cochabamba- Cercado. To do this, it was considered useful to begin with univariate and bivariate analysis, which measures consumer properties of the product and consumer behavior analyzes. Subsequently, we use a very useful process is within the strategic marketing: market segmentation, the same that was done through the analysis of multivariate classification of clusters (cluster analysis) in three variations: hierarchical cluster analysis, cluster analysis K-means and cluster analysis in two stages. These three analyzes attractive results released, which allowed shape the representative segments found.
In the detergent market, the product offering has grown considerably, and that is, over recent decades, has undergone a noteworthy evolution. This is why you should pay close attention to the concerns constantly changing and trends show consumere. For this reason, it is the need to understand the market as thoroughly as possible, and always be considered as the best option. To this end, the following research project has as main purpose, knowing the characteristics and peculiarities of Multiactive OMO consumere in Cochabamba- Cercado. To do this, it was considered useful to begin with univariate and bivariate analysis, which measures consumer properties of the product and consumer behavior analyzes. Subsequently, we use a very useful process is within the strategic marketing: market segmentation, the same that was done through the analysis of multivariate classification of clusters (cluster analysis) in three variations: hierarchical cluster analysis, cluster analysis K-means and cluster analysis in two stages. These three analyzes attractive results released, which allowed shape the representative segments found.
Description
No. 32