Examinando por Materia "Estrategias de marketing mix"

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    Estrategia de marketing mix para promover el aumento de consumo per-cápita de café especial en empresas del sector manufacturero de Pereira
    (Universidad EAFIT, 2021) Cardona Carmona, Nicolás; Saldarriaga Aguirre, Claudia Catalina; Uribe de Correa, Beatriz Amparo; Londoño Vélez, Natalia
    The volatility of international coffee prices due to the supply and demand dynamics that characterize the speculative market on the stock market has led to large coffee importers and processors being the captors of the highest income margin in this market (90%), in a consumer market that grows year after year. Colombia, despite being one of the largest coffee producers that are marketed in the international context, does not stand out in the field of the world's largest consumers, which opens a spectrum of exploration in this market aimed at increasing the domestic consumption of the grain. This research project explored, from the field of marketing, possible marketing strategies to encourage increased domestic consumption of specialty coffees in manufacturing companies in Pereira. The approach from which the answer to the research question was sought was a mixture of qualitative, descriptive and exploratory. For the purpose of the present research, primary and secondary sources of information were used, using in-depth interviews, focus groups and secondary sources such as information gathering techniques that helped to find the answer to the research question. As the main finding, it is found that the low or non-existent consumption of specialty coffees is presented by the general ignorance about them, which is why different strategies are proposed in order to fill these gaps.