UNIVERSIDAD CATOLICA SANTIAGO DE GUAYAQUIL

FACULTY OF ECONOMIC SCIENCES AND BUSINESS ADMINISTRATION

INTERNATIONAL BUSINESS STUDIES

MARKETING RESEARCH

TOPIC:

Market Research about

MEMBERS:

JORDAN POMBO

MIGUEL LEON

ALISSON CORONEL

RENATO AGUAYO

PROFESSOR:

LUCIN CASTILLO VIRGINIA CAROLINA

Contenido

Introduction.................................................................................................................................................3

Background.................................................................................................................................................3

Main Objective............................................................................................................................................4

Find the profile people who consume more our products so we can focus on that market and improve

our product..............................................................................................................................................4

Specific Objectives..................................................................................................................................4

Investigation Questions...............................................................................................................................4

Theoretical Framework...............................................................................................................................4

Investigation Methodology..........................................................................................................................6

Research Approach..................................................................................................................................6

Sources of data collection........................................................................................................................7

Population................................................................................................................................................7

Result scheme.............................................................................................................................................8

Conclusion of the focus group.....................................................................................................................8

Recommendations.......................................................................................................................................9

Referencias................................................................................................................................................10
Introduction

The purpose of this project is to determine the behavior of consumers of frozen products, which is why

we have chosen as a company to analyze the Profrutas Company founded by Jaime Salcedo in the year

1986 that is responsible for the production of frozen products such as frozen fruit pulp, frozen humitas

and other frozen foods, for this work the line of frozen orange pulp products has been chosen.

The type of investigation of this work is qualitative and has a non-experimental design because there is

no manipulation of variables, the data collection of this research has been carried out through surveys,

focus groups and tasting of the product through which it was possible determine which would be the

main characteristics of the potential clients of this company.

Background

Profrutas started as a small family business 58 years ago, it was found by Jaime Salcedo. In the

beginning, Profrutas was located in a small store close to the Post Office in Guayaquil. Jaime Salcedo,

father, wanted to sell fresh fruit juice because in Guayaquil downtown there were lots of informal juice

vending so he believed he could do the same and get some money for his family. His son and he

prepared the juices at home and the next day they sold it, this small business last for 25 years.

After this, his son, Jaime Salcedo, studied chemistry engineering at the university, after graduation, he

thought about developing his father business idea by distributing the product in restaurants and pubs.

Shortly after, he stablishes the company in 1986 as an export manufacturing of natural and frozen juices

company.

Nowadays this company exports and produces natural juices and frozen fruit pulp in many presentations

from 90 gr for family consumption to 18kg for restaurants. Also this company through the time they

included the production of frozen vegetables such as melloco, haba, green beans and so on. This

company mainly exports to the United Stated and to Latin-Americans countries.

Main Objective

Find the profile people who consume more our products so we can focus on that market and

improve our product.

Specific Objectives

-Develop an application instrument that allows obtaining data that helps to identify the basic

conditions necessary to find the niche in which can enter Profrutas Cia.

-Perform an analysis of the data collected in the study and analyze the results obtained from the

level of acceptance.

-Generate necessary strategies to promote, market and position the Profrutas products in the

market.

Investigation Questions

1. What is the segmentation of profrutas brand?

2. If the brand were better known in the market, would this make our sales grow?

3. What is the added value that we can offer the frozen fruits consumer?

4. Do we need to re-launch profrutas brand?

Theoretical Framework

According to (Forsyth, 2010) quoted by Herbert Baum, Hasbro's executive director, "I believe

that nobody should make marketing decisions without doing some kind of research because they

can spend a lot of time and money." (P. 58). Taking into consideration what has been said by the

authors, although the lack of market research leads to failures due to not knowing how to identify

the risks of the company and at the same time economic losses that would be useful for new

proposals. You cannot launch a product or service without first having made an analysis, which
allows us to determine the variety of circumstances or risks according to the environment, taking

into consideration that instead of making money and space in the market, the only thing that can

be obtained is losses and failures.

Market research should be the backbone of any business strategy. Done with care and creativity,

the investigation becomes a guide that helps decision-making and a radar that alerts your

company to the threats and opportunities that are approaching. It should be noted that the role

played by the research identifies the behavior of consumers and the degree of loyalty to the

brand, as well as identifying the reaction to the competition.

Market segmentation. - This research helps us to determine to which market our product is

directed. Divide the customer according to specifics characteristics such as age, income,

personality traits or behavior.

Customer expectation. - It’s important to know what customer expect of a product, in order that

our product have the right features to satisfy their expectations. In this way, we can know the

perceived value or benefits that the customers seek when purchasing.

Competitors and extra value. - If we know what our competitors are doing we can have an idea

to improve and have a better offer to our customers. Also it’s important to know if we add an

extra value, this will help to be innovate in the market, cover the customer expectations and

increase the sales.

Brand awareness. - It is a metric that measures how much and how a brand is recognized by

consumers. The objective is to make a brand gain notoriety, be well remembered by the
consumers and make it different for the market. So, when a consumer think in frozen fruits we

want that profrutas came first at their mind, in this way be the first option in the frozen fruits

market

Factors. - It’s important to know which are the factors that influence in the client when they are

buying frozen fruits. Some of this factors can be quality, price, brand, appearance,

environmentally friendly, and others.

Test product concept. - This will help us to identify the weakness and potential market failure

to be fixed before launch. In this way, we can identify the effectiveness of individual concept

assets. So we can evaluate the consumer acceptance of our product and know what to do to be

better. [ CITATION Nar07 \l 1033 ]

Investigation Methodology

Research Approach

For the research approach of this study, we will base on qualitative research through the

realization of a focus group that allows us to know more about the behaviors and preferences of

our clients and future clients. In order to achieve the established objectives and obtain accurate

information that allows us to develop in this Market research.

We are going to focus on the product concept. It will help us to know which are the specific

segments of the population that are attracted to the product. This methodology will provide us

with the necessary information for the development of the product, as well as for its promotion,

distribution and determination of the price.

The objective is to see the consumer's reaction and its approach to see if it can be accepted or

rejected and what values and uses the customer would give the product, that is, analyze whether

it would end up buying the product or not. It is very important to focus the product better against

the competition and make consumers accept the product and know the level of demand that

could have.

Sources of data collection

For the realization of this research work, sources of information were used: primary and

secondary. In the primary sources, we are going collect data through interviews and personalized

surveys of the selected group. In addition, we are going to use a focus group to know the

qualitative part of this study. For the secondary Data, we are going to analyze statement of the

profit and loss, also we are going to find information in some newspaper or websites that provide

us answer to conclude our problem research.

Population

This research focused on men and women of middle class, middle high and high, with ages

ranging from 18 onwards, since it is the average age where you can clearly know people's

preferences

Sample

First, we will send a survey to 100 people who meet the characteristics of our population, in

order to have a general idea of the rose consumer. This quick survey will be directed at men and
 women. Then we will proceed to the realization of the focal group in order to the customer

profile that we will obtain after the quick survey

Age Do you How often What flavor In what way What Have you How Do you What do you Would you
like do you do you do you like brand of heard of much know think about of change
frozen take fruit prefer? more? fruit pulp the are you the the something
fruit pulp? do you Profrutas willing benefits presentation about the
pulp? know? brand? to pay of to package? product?
for a taking
package fruit
of fruit pulp?
pulp?

20-25 yes sometimes Orange,mango Hailstorm,juic Natura and no $3-4 yes It Is not package
e pulp ecological
Relevant There is Everyone People prefer Most prefer to Few The Of the 6 Everyone Some do not said that the
opinion an responded common, consume the remembered majority people, 5 said that like the packaging
equality, that they do more pulp of fruit the brand of replied are if they presentation, and the
half not traditional more in juice Pulp and that they willing to know the others leave letters
replied consume flavors such as in the morning Natura, have not pay 3-4 benefits because it is not
that if he much fruit mango, others do heard of dollars that is ecological and
likes pulp pulp orange not the for the natural, it the rest that if it
and the because remember Profrutas frozen has seems striking
other they do not brand fruit pulp vitamins,
does not find or do etc.
know not go to
the
supermarke
t much.

16-20 yes rarely Orange,mango Juice,ice Pulp,deli no $3-4 yes Good nothing
cream presentation
Relevant They like Consume Because these Because juice These are Because it Because Everyone because this
opinion pulp In more coke are refreshing and ice cream brands more is not this price said that product has a
the have sugar views recognized is not if they simple
morning economic know the presentation
benefits

Result scheme
Qualitative Analyze

Objective

Analyze the behavior of consumers in order to find the profile of women who buy more frozen

products and direct our advertising towards them.

Conclusion of the focus group

After analyzing the data. We can say that the profrutas brand should be more focused on attracting

clients with the following qualities: people in the age of 20-25, who consume more the product also they

have higher incomes. This focus group was mostly made to people from the north, so we can say that

middle and upper class people sometimes buy frozen pulp fruits for personal use, motive of vitamins or

health.

We can also say that increasing the marketing in frozen pulp fruit would be convenient since not all

frozen pulp fruits conserve your vitamins like ours. Also that the citric fruits attracts the attention of

consumers. In the last focus group it was said that the flavors like mango and orange are Refreshing

fruits that help with the hot in this city. This is being applied in our products. A good idea to add would

be another other type of package more ecological and stand out others flavors.

The people who gave this option is because their thought is to buy frozen pulp fruits to consume for

your health.

Analysis & results

In this survey we analyzed woman and men in age rank of 18 onwards in order to know the

customer profile. This is the presentation of the results.

Recommendations

1. Change the package for an ecological package.

2. Use strategies so that people know the quality and benefits of our product.

3. Focus on smaller markets such as stores, minimarkets, etc.

Quantitative analyze

SEXO

Total Masculino Femenino

Recuento Recuento Recuento

P1 Natura 34 14 20

Pulp 46 12 34

Deli 20 13 7

Total 100 39 61

In question1, this table show us that lately exist a higher consumption of natural juice for
women. By the other side, the pulp brand is the most consumed

SEXO

Total Masculino Femenino

Recuento Recuento Recuento

P2 No consumo 24 11 13

Desayuno 23 11 12

Almuerzo 39 12 27

Cena 14 5 9

Total 100 39 61

In question 2, this table show us that the female gender consumes more frozen products and also
the higher consumption of the frozen products are in lunch.

SEXO

Total Masculino Femenino

 Recuento Recuento Recuento

P3 Supermercados 65 20 45

Tiendas de barrio 24 12 12

Mini markets 11 7 4

Total 100 39 61

In question 3, this table show us that female gender consumes more frozen product in
supermarkets

SEXO

Total Masculino Femenino

Recuento Recuento Recuento

P4 Una vez al mes 45 16 29

Dos veces al mes 34 12 22

Cuatro veces al mes 13 7 6

Màs de cuatro veces al mes 8 4 4

Total 100 39 61

In question 4, this table show us that the higher consumption is one per year for two women.

SEXO

Total Masculino Femenino

Recuento Recuento Recuento

P5 Si 6 3 3

No 94 36 58

Total 100 39 61

In question 5, this table show us that the percentage of answers of not knowing about the brand is
female.

EDAD

Mínimo Media Máximo

P6 Salud 20,00 34,14 60,00

Tiempo preparación 18,00 31,31 56,00

Sabor natural, sin quìmicos 13,00 27,66 78,00

Preservación del producto 17,00 23,77 43,00

 Total 13,00 28,16 78,00

In question 6, this table show us that both men and women answer that the most important is the
natural taste and natural product manufacturing, in other words, without chemicals.

EDAD

SEXO

Total Masculino Femenino

Mínimo Máximo Mínimo Máximo Mínimo Máximo

P7 Para nada atractivo 17,00 29,00 17,00 20,00 20,00 29,00

Poco atractivo 16,00 46,00 21,00 36,00 16,00 46,00

Neutro 13,00 56,00 17,00 54,00 13,00 56,00

Atractivo 17,00 78,00 17,00 32,00 18,00 78,00

Totalmente atractivo 19,00 60,00 38,00 60,00 19,00 60,00

In question 7, this table show us that the result is neutral, it means that we have market opening
with the presentation of our new brand.

EDAD

SEXO

Masculino Femenino

Mínimo Máximo Mínimo Máximo

P8 Nada probable 17,00 27,00 29,00 29,00

Poco probable 18,00 54,00 16,00 56,00

casi probable 20,00 38,00 13,00 49,00

Probable 17,00 47,00 19,00 78,00

Totalmente probable 19,00 60,00 20,00 60,00

Total 17,00 60,00 13,00 78,00

In question 8, this table show us that female gender has a high percentage of purchase acceptance
in our product.
 SEXO

Total Masculino Femenino

Recuento Recuento Recuento

P9 Muy malo 1 1 0

Malo 12 7 5

Regular 37 15 22

Bueno 32 12 20

Muy bueno 18 4 14

Total 100 39 61

In question 9, this table show us that the presentation of our brand is regular and the women have
a higher percentage of answer

SEXO

Total Masculino Femenino

Recuento Recuento Recuento

P10 ,75 1 0 1

1,00 19 11 8

1,25 4 1 3

1,50 21 8 13

1,60 1 0 1

1,75 4 3 1

2,00 26 8 18

2,50 4 3 1

3,00 12 3 9

3,50 1 1 0

4,00 4 0 4

5,00 3 1 2

In question 10, this table show us that the acceptable price for our consumer profile is about 2 dollars.
Conclusion

In the quantitative method we can see that exist a high percentage of purchase and the questionaries’

answers for women, this means that our consumer profile is the family because the women represents a

higher percentage of answers, although that their answers are based on the healthy about the product

and that the time for preparing the product is convenient for their household or work life management.

Referencias

AGRINAG. (2019). AGRINAG . Obtenido de https://www.agrinag.com/pages/our-story

Birks, N. K. (2007). Marketing Research . Pearson .

Información, S. d. (Octubre de 2017). CFN (CORPORACION FINANCIERA NACIONAL). Obtenido de

https://www.cfn.fin.ec/wp-content/uploads/2017/10/FS-Cultivo-de-Flores-octubre-2017.pdf

Kitzinger, J. (s.f.). "Qualitative research: introducing focus groups. Bmj , 311(7000), 299-302.

Mundo, S. (13 de mayo de 2017). Sputniknews. Obtenido de

https://mundo.sputniknews.com/sociedad/201705131069129793-ecuador-flores/

S, J., & R, A. (2010). El focus group como técnica de investigación cualitativa.