MARKET RESEARCH

Laura Natalia Beltran Pinto

Maria Angelica Jurado
Andrea Yisel Prieto
Paula Alejandra Soto
PRESENTADO A: Amanda Osorio

CENTRO DE BOIOTECNOLOGIA AGROPECUARIA

MOSQUERA CUNDINAMARCA
2018
1 what is market research?
Market research is the process that includes the actions of identification, collection, analysis
and dissemination of information with the purpose of improving marketing decision
making. Its implementation occurs, basically, for two reasons: (1) to solve problems, for
example, determine the potential of a market; and / or (2) to identify problems, for example,
to know why a product does not have the expected consumption. In essence, the aim is to
know the customer, thereby fulfilling the first premise of marketing.
2 what are the steps to do a market research?
1. Identification of the problem:
That is, what I want to know with my research.
2. Objective approach:
The previous questions become actions
3. Determine study group:
To which specific group the study to be carried out focuses. It is necessary to know data
such as: general characteristics: demographic variations, economic conditions; size, habits,
location.
4. Choose sources of information:
Resorting to the resources that will give me the data of my interest.
5. Selection of tools and instruments to collect data:
Once you know the objectives and sources that will give me the data of my research, and
the study group. You select the tools to use, they can be questionnaires, record sheets of the
information collected.
6. Analysis of the data:
At the moment of interpreting the data obtained. It is suggested the use of comparative
tables, graphs, codes to facilitate the interpretation and grouping of data
7. Organization of results and conclusions:
Here are the most important aspects of your study. The answers to your initial questions
and the correspondence between each of the objectives that were raised at the beginning
and the information that was obtained. Get conclusions from your comparisons, and
observe trends in statistics
3 What are the sources of information? Why?
  The primary sources contain new and original information, the result of an
intellectual work.
they are primary documents: books, scientific and entertainment magazines, newspapers,
newspapers, official documents of public institutions, technical and research reports from
public or private institutions, patents, technical standards.
 Secondary sources contain organized, elaborated information, product of analysis,
extraction or reorganization that refers to original primary documents
They are secondary sources: encyclopedias, anthologies, directories, books or articles that
interpret other works or investigations.
One of the sources of research that we used was on the Internet about the company, the
product and the destination country. We also did the surveys that were carried out to a
small number of people in order to know more concretely the tastes of the people according
to our product.
The poll was answered by 56 students of the CBA Mosquera
NAME ID
Manuel David Dimate 1598612
Yohan Steven Colmenares Acero 1441513
Estefany Martínez 1598612
Adriana Lucia Ramos 1598610
Carlos Pérez 1598610
José Miguel León Granados 1598610
María Fernanda Vargas 1598612
Laura Juyo 1598612
Maicol Buscos 1598612
Nashua Galvis 1441513
Liyibeth Fonseca 1598610
Doris Adriana Guerrero 1441513
Zully Ventero 1598616
Yulian Javier López Bermúdez 1441513
Carlos Sánchez 1598612
Laura Rodríguez 1598610
Tatiana Zarabanda 1598610
Yesica Romero 1598612
Ximena Ramírez 1598610
Natally Bonet 1598612
Vanesa Pedraza 1598612
Luisa Angulo 1441513
Hans Stevens Martínez 1441513
Giovanny Montaña 1598614
Juana Milquez 1598612
Valentina Sepúlveda 1598612
 Sandra Calderón 1598612
Paola Salgado 1698612
Daniela Rodríguez 1441513
Lina Taborda 1598612
Nelson Castro 1598616
Angie Sánchez 1598616
Santiago González 1598616
Lizeth Rodríguez 1598616
Denis Peña 1598616
Valentina Jiménez 1598616
Sofía Roa 1598616
David Chaparro 1598616
Wilder Rueda 1598616
Daniela Ospina 1598616
Karen Hoyos 1598616
Andres Samboni 1598616
Valentina Riaño 1598616
Stefany Estupiñan 1598616
Emilio Navarro 1598616
Andres Sánchez 1598616
Angie Pachón 1598616
Michael González 1598617
Felipe Gonzales 1598626
Angie Pacheco 1598626
Santiago Marroquín 1598626
Daniel Ayala 1598626
Daniela Castrillon 1598626
Valentina Castrillon 1598626
Sergio Sanabria 1598626
Carol Carranza 1598626

FORMULA
N: shows to determine
Z: confidence level 95%(1,96)
D: error range 5%(0,05)
E : probability of success 5%
1,96x1,96x0,05 (1-0,05) = 0,19+0.14 = 56,19
0,05x0,05 0.0025

the number of people to survey should be approximately 56 since we do not have a specific
population
FROZEN PULP OF PASSION FRUIT
NAME: ID:

1) Do you like passion fruit?

Yes No
2) How often do you eat it?

weekly Monthly Diary

3) In which presentation do you eat it?

Pulp Normal None of the previous

4) How much are you willing to pay forit?

$2.500 $4.000 $ 5.000

5) Do you agree with the fact that the fruit is manipulate by disabled people?

Yes No
6) Do you think that the pulp is compounded by anemicals?

Yes No
7) In what presentation would you like the fruit to be packed?

Plastic bags Canned Tray

 FROZEN PULP OF PASSION FRUIT
1. Do you like passion fruit?

100

90

80

70

60

50 si
no
40

30

20

10

0
pulp

Si: 89.2% (50)

No: 10.7% (6)
2) How often do you eat it?

40

35

30

25
weekly
20
Monthly

15 Diary

10

0
often

Weekly: 26.7% (15)

Monthly: 35.7% (20)
Diary: 37.5% (21)
3) In which presentation do you eat it?

40

35

30

25
Pulp
20
Normal

15 None of the previous

10

0
presentation

Pulp:37.5% (21)
Normal:33.9% (19)
None of the previous:28.5% (16)
4) How much are you willing to pay forit?

60

50

40

2.500
30
4.000
5.000
20

10

0
willing

2.500: 53.3% (30)

4.000: 26.7% (15)
5.000: 19.6% (11)
5) Do you agree with the fact that the fruit is manipulate by disabled
people?

80

70

60

50

40 si
no
30

20

10

0
manipulate

Si: 75% (42)

No: 25% (14)
6) Do you think that the pulp is compounded by anemicals?

90

80

70

60

50
si
40 no

30

20

10

0
anemicals

Si: 21.4% (12)

No: 78.5% (44)

7) In what presentation would you like the fruit to be packed?

 80

70

60

50
Plastic bags
40
Canned

30 Tray

20

10

0
packed

Plastic bags: 71.4% (40)

Canned: 17.8% (10)
Tray: 10.7% (6)

MARKET SEGMENTATION
GEOGRAPHICAL SEGMENTATION
Region Italy, Millan
Density of the Urban population
Cold and warm weather
DEMOGRAPHIC SEGMENTATION
Age 5 to 60
Male and female gender
Family life cycle Applies to everyone
Income Average salary
PSYCHOGRAFIC SEGMENTATION
Lifestyle People who like to save time and like to consume 100% natural products
Attitudes People interested in natural products

BEHAVIORAL SEGMENTATION
Expected benefits Power the expected vitamins that are vitamin A, B and C
Purchase opportunity Daily
Place of purchase Supermarket