Factores que inciden en la decisión de no comprar cervezas las personas de sexo femenino con edades comprendidas entre los 25 y 35 años
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Ante la inminente globalización en donde se pueden palpar las nuevas tendencias del mercado de una manera mucho más rápido, se identifica como una oportunidad dentro de la industria cervecera, la mayor inclusión del género femenino dentro de la categoría, haciéndola más cercana a ellas. Esto es algo que ya ha venido desarrollado hace varios años atrás en los mercados muchos más desarrollados, mientras que en los mercados emergentes se lo ambiciona aun como una oportunidad.
En este sentido, se quiere estudiar al segmento de mujeres entre 25 y 35 años como una gran oportunidad para identificar los factores que inciden en la baja demanda de cerveza, donde las empresas deberán identificar factores que inciden en la selección de un producto, lo que podría derivar en un cambio en la conducta del consumidor.
El presente estudio de caso que se adjunta, mediante un estudio cualitativo exploratorio ambiciona conocer mediante la metodología de focus group, los factores que inciden en las razones de baja demanda de cervezas en las mujeres entre 25 y 35 años y entendiendo estas experiencias para apalancarnos en ellas y construir estrategias que nos permitan ganar en este segmento, teniendo como elemento principal la mala percepción que ha existido desde muchos años hacia la categoría de cervezas.
Se recomiendan diseño de estrategias de marketing y ventas, para vender los beneficios diferenciadores y que apalancan crecimiento de aceptación de la categoría en el segmento de mujeres, con lo cual se espera obtener una ventaja sostenible de crecimiento de percepción en la categoría de cerveza, lo que generará mayor volumen de venta en este segmento
Due to imminent globalization where you can feel the new market trends in a much faster way, we have identified as an opportunity within the brewing industry, female gender inclusion with the category in commercial strategies getting the beer closer to them. It is something that has already been developed several years ago in many more developed markets, while in emerging markets it is still a big opportunity. We want to study the segment of women between 25 and 35 years as a big opportunity to identify factors that affect non-regular purchase and consumption of beer, where companies must identify factors that influence the selection of a product, which could lead to a change in consumer behavior. This study through a qualitative exploratory study covets known through the methodology of focus group, the factors affecting the reasons for not buying and consuming beer in women between 25 and 35 years and understanding these experiences to leverage on them and build strategies that allow us to win in this segment with the main element misperception that has existed for many years into the category of beer. The recommendation is to design marketing and sales strategies to sell the differentiated benefits women and leverage on the growing acceptance of the category in the segment. It is expected to increase sustainable advantage of growing beer perception, which will generate higher sales volume in this specific segment.
Due to imminent globalization where you can feel the new market trends in a much faster way, we have identified as an opportunity within the brewing industry, female gender inclusion with the category in commercial strategies getting the beer closer to them. It is something that has already been developed several years ago in many more developed markets, while in emerging markets it is still a big opportunity. We want to study the segment of women between 25 and 35 years as a big opportunity to identify factors that affect non-regular purchase and consumption of beer, where companies must identify factors that influence the selection of a product, which could lead to a change in consumer behavior. This study through a qualitative exploratory study covets known through the methodology of focus group, the factors affecting the reasons for not buying and consuming beer in women between 25 and 35 years and understanding these experiences to leverage on them and build strategies that allow us to win in this segment with the main element misperception that has existed for many years into the category of beer. The recommendation is to design marketing and sales strategies to sell the differentiated benefits women and leverage on the growing acceptance of the category in the segment. It is expected to increase sustainable advantage of growing beer perception, which will generate higher sales volume in this specific segment.
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Palabras clave
COMPORTAMIENTO DEL CONSUMIDOR, INSIGHT, CONOCIMIENTO DEL MERCADO, ESTUDIOS DE MERCADO