Técnicas de investigación cualitativa de mercados aplicadas al consumidor de fruta en fresco
DOI:
https://doi.org/10.1016/j.estger.2017.10.003Palabras clave:
Agroindustria, Comportamiento del consumidor, Fruta en fresco, Investigación de mercados cualitativaResumen
Este artículo presenta algunas técnicas cualitativas empleadas en investigación de mercados que pueden ser aplicadas al estudio de bienes agropecuarios. El objetivo de este artículo es evidenciar la utilidad del uso de estudios de mercado de tipo cualitativo para el sector agropecuario con énfasis en las percepciones del consumidor de fruta en fresco. Específicamente, se utiliza un grupo focal para ilustrar los conceptos con un caso de la guayaba en fresco. Se concluye que los resultados de estos estudios son útiles para pensaren estrategias de mercadeo y en posibles cambios en los procesos productivos agrícolas. Se observa entre las limitaciones que los resultados arrojados por estas técnicas no pueden ser extrapolados y requieren estudios de seguimiento.
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Referencias
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Mariampolski, H. (2001). Qualitative Market Research. Thousand Oaks: SAGE Publications .
Oraguzie, N., Alspach, P., Volz, R., Whitworth, C., Ranatunga, C., Weskett, R. y Harker, R. (2009). Postharvest assessment of fruit quality parameters in apple using both instruments and an expert panel. Postharvest Biology and Technology, 52(3), 279-287. http://dx.doi.org/10.1016/j.postharvbio.2009.01.004
Padberg, D. I., Ritson, C. y Albisu, L. M. (1997). Agro-Food Marketing. Oxon: CAB International in association with the International Centre for Advanced Mediterranean Agronomic Studies (CIHEAM).
Péneau, S., Brockhoff, P. B., Escher, F. y Nuessli, J. (2007). A comprehensive approach to evaluate the freshness of strawberries and carrots. Postharvest Biology and Technology, 45(1), 20-29. http://dx.doi.org/10.1016/j.postharvbio.2007.02.001
Rook, D. W. (2006). Let's Pretend: Projective Methods Reconsidered. Cheltenham, UK: Dward Elgar.
Shepherd A.W. (2003). Market research for agroprocessors [consultado 20 Ene 2017]. Disponible en: Disponible en: http://www.fao.org/ag/ags/agsm/marketin.htm
Spetsidis, N. M. y Schamel, G. (2002). A Consumer-based Approach towards New Product Development through Biotechnology in the Agro-food Sector. En V. Santaniello, R. E. Evenson, y D. Zilberman (Eds.), Market Development for Genetically Modified Food (pp. 63-79). Oxford, UK: Oxford University Press.
University of Kassel (2016). Department of Agricultural and Food Marketing [consultado 26 Nov 2016]. Disponible en: Disponible en: https://www.uni-kassel.de/fb11agrar/en/sections/agricultural-and-food-marketing/research.html
World Health Organization (2003). Fruit and vegetable promotion initiative. A meeting report. Report of the meeting. Geneva [consultado 28 Nov 2016]. Disponible en: Disponible en: http://apps.who.int/iris/handle/10665/68395
Bystedt, J., Lynn, S. y Pott, D. (2003). Moderating to the Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews. Paramount Market Publishing: Ithaca, NY.
Chicludean, G., Arion, F. y Muresan, I. (2015). Marketing oriented and sales oriented companies in the agro-food industry. Bulletin UASVM Horticulture, 72(2), 476-482. http://dx.doi.org/10.15835/buasvmcn-hort:11491
5 al día (2017). Frutas y hortalizas frescas. 5 al día [consultado 27 Ene 2017]. Disponible en: Disponible en: http://www.5aldia.org/apartado-c.php?ro=813
Corbin, J. y Strauss, A. (2004). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory (Vol. 15). Thousand Oaks: SAGE Publications.
Cvijanović, D., Trandafilović, S. y Imamović, N. (2013). Marketing concept in terms of agricultural. Economics of Agriculture, 1(60), 113-122.
Dan, C., Serban, C., Sestras, A. F., Militaru, M., Morariu, P. y Sestras, R. E. (2015). Consumer perception concerning apple fruit quality, depending on cultivars and hedonic scale of evaluation - a case study. Notulae Scientia Biologicae, 7(1), 140-149. http://dx.doi.org/10.15835/nsb.7.1.9553
Deliza, R., MacFie, H. y Hedderley, D. (2005). The consumer sensory perception of passion-fruit juice using free-choice profiling. Journal of Sensory Studies, 20(1), 17-27. http://dx.doi.org/10.1111/j.1745-459X. 2005.050604.x
Denzin, N. K. y Lincoln, Y. S. (1998). Strategies of Qualitative Inquiry. Thousand Oaks: SAGE Publications .
Desai, P. (2002)... Methods Beyond Interviewing in Qualitative Market Research. SAGE Research Methods (vol 3) Thousand Oaks: SAGE Publications . http://dx.doi.org/10.4135/9781849209465
Ereaut, G. (2002). Analysis and Interpretation in Quallitative Market Research (vol. 4) Thousand Oaks: SAGE Publications .
European Society for Opinion Marketing Research [ESOMAR]. (2016). Research companies specialized in agriculture [consultado 25 Nov 2016]. Disponible en: Disponible en: https://directory.esomar.org/market2_Agriculture/
Fillion, L. y Kilcast, D. (2002). Consumer perception of crispness and crunchiness in fruits and vegetables. Food Quality and Preference, 13(1), 23-29. http://dx.doi.org/10.1016/S0950-3293(01)00053-2
Gillham, B. (2005). Research Interviewing: The Range Of Techniques: A Practical Guide. New York: McGraw-Hill Education.
Glaser, B. G. y Strauss, A. L. (2009). The Discovery of Grounded Theory: Strategies for Qualitative Research. New York: Transaction Publishers.
Grunert, K. G., Verbeke, W., Kügler, J. O., Saeed, F. y Scholderer, J. (2011). Use of consumer insight in the new product development process in the meat sector. Meat Science, 89(3), 251-258. http://dx.doi.org/10.1016/j.meatsci.2011.04.024
Hernández-Sampieri, R., Fernández-Collado, C. y Baptista-Lucio, M. P. (2010). Metodología de la investigación (5.a ed.). México DF: McGraw Hill.
Holz-Clause M. (2009). Conducting Market Research [consultado 26 Nov 2016]. Disponible en: Disponible en: http://www.agmrc.org/business-development/startinga-business/marketbusiness-assessment/articles/conducting-market-research/
Kaine, G., Bewsell, D., Boland, A. y Linehan, C. (2005). Using market research to understand the adoption of irrigation management strategies in the stone and pome fruit industry. Australian Journal of Experimental Agriculture, 45(9), 1181-1187. http://dx.doi.org/10.1071/EA01183
Krueger, R. A. y Casey, M. A. (2014). Focus Groups: A Practical Guide for Applied Research. Thousand Oaks: SAGE Publications .
Lawless, H. T. y Heymann, H. (2010). Sensory Evaluation of Food. Principles and Practices. New York: Springer.
Lincoln, Y. S. y Guba, E. G. (1985). . Naturalistic Inquiry (vol. 75) Newbury Park, CA: SAGE Publications.
Mariampolski, H. (2001). Qualitative Market Research. Thousand Oaks: SAGE Publications .
Oraguzie, N., Alspach, P., Volz, R., Whitworth, C., Ranatunga, C., Weskett, R. y Harker, R. (2009). Postharvest assessment of fruit quality parameters in apple using both instruments and an expert panel. Postharvest Biology and Technology, 52(3), 279-287. http://dx.doi.org/10.1016/j.postharvbio.2009.01.004
Padberg, D. I., Ritson, C. y Albisu, L. M. (1997). Agro-Food Marketing. Oxon: CAB International in association with the International Centre for Advanced Mediterranean Agronomic Studies (CIHEAM).
Péneau, S., Brockhoff, P. B., Escher, F. y Nuessli, J. (2007). A comprehensive approach to evaluate the freshness of strawberries and carrots. Postharvest Biology and Technology, 45(1), 20-29. http://dx.doi.org/10.1016/j.postharvbio.2007.02.001
Rook, D. W. (2006). Let's Pretend: Projective Methods Reconsidered. Cheltenham, UK: Dward Elgar.
Shepherd A.W. (2003). Market research for agroprocessors [consultado 20 Ene 2017]. Disponible en: Disponible en: http://www.fao.org/ag/ags/agsm/marketin.htm
Spetsidis, N. M. y Schamel, G. (2002). A Consumer-based Approach towards New Product Development through Biotechnology in the Agro-food Sector. En V. Santaniello, R. E. Evenson, y D. Zilberman (Eds.), Market Development for Genetically Modified Food (pp. 63-79). Oxford, UK: Oxford University Press.
University of Kassel (2016). Department of Agricultural and Food Marketing [consultado 26 Nov 2016]. Disponible en: Disponible en: https://www.uni-kassel.de/fb11agrar/en/sections/agricultural-and-food-marketing/research.html
World Health Organization (2003). Fruit and vegetable promotion initiative. A meeting report. Report of the meeting. Geneva [consultado 28 Nov 2016]. Disponible en: Disponible en: http://apps.who.int/iris/handle/10665/68395
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2017-12-15
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Técnicas de investigación cualitativa de mercados aplicadas al consumidor de fruta en fresco. (2017). Estudios Gerenciales, 33(145), 412-420. https://doi.org/10.1016/j.estger.2017.10.003
