IDENTIFICATION OF MARKET NICHE, IN THE DISTRICTS OF EL TAMBO AND HUANCAYO, FOR NUTRACEUTICAL PRODUCTS
DOI:
https://doi.org/10.26490/uncp.prospectivauniversitaria.2009.6.1182Keywords:
market research, segmentation of markets, nutraceutical productsAbstract
It has been determined; a niche market in the metropolitan districts of Huancayo and El Tambo in the province of Huancayo, which is interested in food products with nutraceutic properties, this segment was determined by taking as descriptors: educational attainment and monthly family income. Segment features: Size: 74 645 inhabitants representing 23,70% of the total market. Family Composition: 5 members per family. Lifestyle: mostly for a modern lifestyle. Purchasing places: proportionately: Wineries, markets and supermarkets in the area. Criteria for purchase decision: The most important criterion is the quality and nature of the product, second it is valued the brand and finally the price. Pains and disease of market segment: The greatest concern is for cancer, osteoporosis and cholesterol. Location: We used the Huancayo city street map and surrounding districts updated to 2005, the areas are: 09 in Huancayo and 07 in El Tambo. Marketing strategy: Product; food containing bioactive components. Price; market skimming pricing. Market; indirect channel. Promotion; advertising aimed to consumers.
Downloads
References
Seguil MCG. 2002. Evaluación de la competitividad en la industrialización y comercialización de la alcachofa en el departamento de Junín. Universidad Nacional Agraria La Molina.
Picón PE, Varela MJ Lévy MJP. 2004. Segmentación de mercados – aspectos estratégicos y metodológicos. Madrid: España.
Hernández SR, Fernández CC, Baptista LP. 1998. Metodología de la investigación. México.
García LF. 1975. Investigación de mercados. España.
Matos MJA. 2005. Plano de calles de la ciudad de Huancayo y distritos aledaños. El Tambo – Perú.
Robles RF. 2000. Alcachofa – nueva alternativa para la agricultura Peruana, Revista Agro enfoque. Lima: Perú.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Prospectiva Universitaria
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Esta Revista es de acceso abierto a su contenido a través del Internet, poniendo a disposición de la comunidad científica los resultados de la investigación, de manera gratuita, para el intercambio del conocimiento desarrollado.
El contenidos de la Revista se distribuyen bajo la licencia Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
