Investigación de mercado para la introducción de un producto nuevo, embutido de camarón.

Abstract

Organizations should consider within its management, investigative processes aimed to collect and analyze data relating to a particular market, in order to make strategic and operational decisions in the area of marketing that will reduce the risks in the acceptance of a new product at the time of release it for sale. Therefore, this becomes a powerful tool, which allows a company to obtain the information necessary to establish different policies, objectives, plans and strategies best suited to their interests. To do so, should use different techniques and tools to a relevant data collection. With these arguments, this investigative work is part of the problem of how to carry out a process of market research about the expectations of introducing a new product in the city of Machala? The objective of research is to develop a market research about the expectations of introducing a new product (stuffed shrimp) in the city of Machala. The research methodology was a qualitative and quantitative approach, with an exploratory, descriptive and causal design, interview, survey and focus group techniques to apply. The results of the study showed that the initiative of introducing a new line of sausage-based shrimp in the city of Machala is a success.