Estudio del impacto del semáforo nutricional en la adquisición de hábitos de los consumidores del yogurt regeneris de alpina. diseño de una campaña de marketing comunicacional en la cadena de mí comisariato del sector norte de la Ciudad de Guayaquil
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En Ecuador el 29 de Agosto del 2013, se emitió la Ley Orgánica Salud, Art. 151, Publicado en el Registro Oficial No. 134 Nº del 29 de Noviembre de 2013 expresa: los envases de los productos que contengan alimentos genéticamente masificados, sean nacionales o importados, deben incluir obligatoriamente, en forma visible y comprensible en sus etiquetas, el señalamiento de esta condición; es decir el semáforo nutricional: rojo = Ato, amarillo = Medio y verde = Bajo, de allí nace la presente investigación para conocer el impacto del semáforo nutricional en la adquisición habitual de los consumidores del yogurt Regeneris, de Alpina se diseñó una campaña de marketing comunicacional en la cadena de Mí Comisariato del sector norte de la ciudad de Guayaquil, considerando los objetivos general y específicos en el que se resalta la identificación de los factores que afectan los niveles de preferencia y los elementos que inciden en la compra del yogurt Regeneris con probióticos trozos de fruta y Regeneris bebible con el uso del semáforo nutricional a través de una investigación cuantitativa y cualitativa a los consumidores habituales del producto estudiado, por medio de las técnicas de la encuesta y el grupo focal. Entre los resultados se concluyó que el grupo objetivo investigado conoce acerca del semáforo nutricional, afirmaron que han leído o escuchado de la campaña del Ministerio de Salud Pública ecuatoriano para reducir el consumo de azúcar, grasa y sal. La investigación permitió concluir y recomendar de acuerdo a los objetivos planteados.
In Ecuador, on August 29, 2013, the Organic Health Law, Art. 151, was issued. Published in Official Gazette No. 134 No. of November 29, 2013 states: the packaging of products containing genetically modified foods, National or imported, must obligatorily include, in a visible and understandable way in their labels, the indication of this condition; That is to say the nutritional semaphore: red = high, yellow = Medium and green = Low, from there is born the present investigation to know the impact of the nutritional semaphore in the habitual acquisition of the consumers of the Regeneris yogurt, of Alpina a marketing campaign was designed In the chain of My Commissariat of the northern sector of the city of Guayaquil, considering the general and specific objectives in which the identification of the factors that affect the levels of preference and the elements that affect the purchase of the Regeneris yogurt with Probiotic pieces of fruit and Regeneris drinkable with the use of nutritional semaphore through a quantitative and qualitative investigation to the habitual consumers of the product studied, through the techniques of the survey and the focal group. Among the results it was concluded that the target group investigated knows about the nutritional semaphore, affirmed that they have read or heard of the campaign of the Ecuadorian Ministry of Public Health to reduce the consumption of sugar, fat and salt. The research allowed to conclude and recommend according to the objectives set.
In Ecuador, on August 29, 2013, the Organic Health Law, Art. 151, was issued. Published in Official Gazette No. 134 No. of November 29, 2013 states: the packaging of products containing genetically modified foods, National or imported, must obligatorily include, in a visible and understandable way in their labels, the indication of this condition; That is to say the nutritional semaphore: red = high, yellow = Medium and green = Low, from there is born the present investigation to know the impact of the nutritional semaphore in the habitual acquisition of the consumers of the Regeneris yogurt, of Alpina a marketing campaign was designed In the chain of My Commissariat of the northern sector of the city of Guayaquil, considering the general and specific objectives in which the identification of the factors that affect the levels of preference and the elements that affect the purchase of the Regeneris yogurt with Probiotic pieces of fruit and Regeneris drinkable with the use of nutritional semaphore through a quantitative and qualitative investigation to the habitual consumers of the product studied, through the techniques of the survey and the focal group. Among the results it was concluded that the target group investigated knows about the nutritional semaphore, affirmed that they have read or heard of the campaign of the Ecuadorian Ministry of Public Health to reduce the consumption of sugar, fat and salt. The research allowed to conclude and recommend according to the objectives set.
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MARKETING COMUNICACIONAL, SEMÁFORO NUTRICIONAL, CONSUMIDOR, VENTAS