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Investigar el mercado de productos de consumo masivo en los hogares de niveles socioeconómico medio y bajo, en el sector sur de la ciudad de Quito, para determinar la oportunidad de nuevos desarrollos dentro del portafolio de industrial DANEC S.A. en la categoría de mayor preferencia

Abstract:

Mass consumption products are a fundamental part of a household’s basic basket. The variety and diversity in goods available in the local market create a series of options to choose from, based on price, consumer preferences or products that fulfill partially or completely the consumer’s expectations; such preferences have changed throughout the time as well as the consumer’s needs. Danec S.A.; a company with 40 years of experience oriented to profitability of the business, has catered for the needs of the local market, through the production, distribution and commercialization of vegetable origin oils, fats, margarines, canned tuna, soap bars and related industrial products; and the commercialization of detergents and other products manufactured by third parties; has identified the need for taking advantage its strengths in locations, infrastructure, distribution capacity and current market positioning...