Analisis y Resultados Del Informe Focus Group

UNIVERSIDAD DE GUAYAQUIL FACULTAD DE CIENCIAS ADMINISTRATIVAS

INGENIERIA COMERCIAL INVESTIGACION DE MERCADOS

GRUPO # 4 TEMA: “INFORME DE FOCUS GROUP CHICLE KATABOOM” ANALISIS Y ENTREGA ENTREGA DE INVESTIGA INVESTIGACIONES CIONES CUALITA CUALITATIVAS TIVAS ” “ ANALISIS

ALUMNA:

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ORTEGA GARRIDO BETZAIDA RAMIREZ RAMIREZ REGINA CALDERON KEVIN VERA BOZA TERESA TAPIA MICHELLE •

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CURSO: 6/2

PROFESOR: ING. Logan B!n" Mo!an

AÑO – LECTIVO 2#$6 % 2#$&

INFORME DE INVESTIGACION DE GRUPO DE ENFOQUE TEMA: CHICLE KATABOOM



RESUMEN

EJECUTIVO

E' ()a $* ( +,n"o

(' 2#$6- 01 3 4

578a ,n 5o,4 g!o,- on ,n n83!o ( $2 a!7""an74- n ' ,a' 4 7!a79 ' 73a :M!"$ %$ &'($ )*&+$,-.& / &'*+" )"/',+" ,0-,%

1$+$2""3”- n (on( 4 !a'";9 ,na o3a!a"9n n7! ' <"' =a7a>oo3 ?,@o on ' g!an(.  E' 3o(!a(o! 5, 'a S!a. T!4a V!a  'a "n47"ga"9n 'a ''o a a>o on 'a a,(a ( 4, g!,o ( 7!a>a+o.

ENUNCIACION DEL PROBLEMA PREGUNTAS Y METODOS E' 37o(o ?, 4 3'o 5, ' ( o>4!a"9n (n7!o ( 'a "n47"ga"9n (' 5o,4 g!o,. E' !o>'3a ?, no4
/ $,)+$,-.& & % 3,$/" / %$ &'($ )*&+$,-.& /% )"/',+"”6 D>"(o a ?, 'a n,a !4n7a"9n (' <"' 4 n 5o!3a g!an(- no ! ,'4 4on 4o4 5a7o!4 a,4an74 ( ?, ("
Pa!a 4o 5o!3,'a3o4 'a4 4"g,"n74 !g,n7a4 a 'o4 a!7""an74

INVESTIGACION DE MERCADOS

P78-&$ 9

ANALISIS Y RESULTADOS DEL FOCUS GROUP CHICLE KATABOOM

$. A' 3o3n7o ( o3!a! ,n <"' ?, 3a!a 4 ' "n a 'a a 'a 2. *. 0. 1.

3n7 C,' 4 4, !a"9n 'a !"3!a ; a' !o>a! ,n <"' Ka7a>oo3 Con ?, 5!,n"a o3n <"' =a7a>oo3 , ,47(4 "n4an ( 'a !4n7a"9n g!an( 4 ?,@o Con ?, 5a"'"(a( n,n7!a4 n 'a4 7"n(a4 !ana4 ( 4, (o3""'"o '

=a7a>oo3 g!an( 6. , '4 a! a ,47(4 ' !"o (' =a7a>oo3 ?,@o ?, 4 ( 174 4 ' =a7a>oo3 g!an( ?, 4 ( 2174 &. U47( ! ?, ' ("4@o ( 'a !4n7a"9n (' =a7a>oo3 g!an( ''a3a 'a a7n"9n o 4 'a (>!)a a3>"a!

RESULTADOS En ,na 3,47!a ( $2 !4ona4 ?, !!4n7a a 'a o>'a"9n o>+7"a- ',go ( !a'";a! ' 5o,4 g!o, 4 o>7,"!on 'o4 4"g,"n74 !4,'7a(o4

$ )8'&+$:     

&/$2 2/$2 $/$2 $/$2 $/$2

Co3!an ' <"' =a7a>oo3 Co3!an <"' >,>a'oo Co3!a <"' 7!"(n7 Co3!a <"' 7,3"J Co3!a <"' agogo

9/$ )8'&+$ 

$#/$2 L4 a! 3, ag!a(a>' ' 4a>o!  'a a'"(a( on 'a ?, 4

a!a7!";a ' <"'.  2/$2 P"n4an ?, ' 4a>o! 4 7!3"na 3, !"(o a' on4,3"!'o.

;$ )8'&+$ &/$2 2/$2 2/$2 $/$2

Lo Lo Lo Lo

on4,3 n ,na 5"47a o ("4o7a. on4,3 a(a ; ?, 4 a!a a' >a!. on4,3 * 4 a 'a 43ana. on4,3 ( ; n ,an(o.

4+$ )8'&+$ 

$$/$2 P"n4an ?, 3+o! 4 'a !4n7a"9n ?,@a ?, 'a g!an( o!?, 7"n 34 5a"'"(a( ( a(?,"4""9n- 4, 7J7,!a 4 ag!a(a>'  o! 4, !"o

( n7a a' 8>'"o.  $/$2 P"n4a ?, 'a !4n7a"9n g!an( 4 3+o! ?, 'a ?,@a o!?, 'o ,( a' on4,3"! n (o4 a!74 a ?, 4 34 g!an(.

<+$ )8'&+$


P78-&$ ;


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$2/$2 P"n4an ?, 4 'o on4"g, 3, oo n 4, o3!"a'";a"9n n 'a4 7"n(a4 ( >a!!"o4- 'oa'4 o3!"a'4 ( "n47"7,"on4 7a'4 o3o o'g"o4  ,n"!4"(a(4 o! 'o ,a' !5"!n ' ( !4n7a"9n ?,@a.

=+$ )8'&+$ $$/$2 P!5"!n 'a !4n7a"9n ?,@a 4, !"o ( a(?,"4""9n 4 a4">'. $/$2 P!5"! ' =a7a>oo3 g!an( o!?, a,n?, 4 ,n oo 34 o47o4o 'o ,( ,7"'";a! n (o4 a!74 o! 4, 7J7,!a.

>3$ )8'&+$ $2/$2 A!g,3n7a!on ?, no 4 n4a!"o a3>"a! ' ("4@o ( 'a !4n7a"9n o! ?, =a7a>oo3 a 4 ,n !o(,7o ?, a 47 o4""ona(o n ' 3!a(o.

RECOMENDACI?N M("an7 ' 5o,4 g!o, ( $2 !4ona4 !a'";a(o- ?, 4 7o3a!on o3o 3,47!a a!a (7!3"na! ' n"' ( a7a"9n ( 'a n,a !4n7a"9n (' <"' =a7a>oo3 "(o a ?, 4 ( 3+o! 7J7,!a- a'"(a(- 4a>o!- !"o on93"o  ( 3ao! 5a"'"(a( ( a(?,"4""9n a ("5!n"a (' =a7a>oo3 g!an( ?, no 4 5"' ( on4g,"!- 4 34 o47o4o-  4, 7J7,!a  a'"(a( no 4 3, >,na. Po! 'o ,a' o3o 47 !o(,7o 7"n ,n g!an o4""ona3"n7o (' 3!a(o a ?, J"47 (4( ' 3+o!a! 'a !4n7a"9n  a'"(a( (' =a7a>oo3 g!an( a!a ?, a4) ,(a 7n! 3ao! aog"(a.


P78-&$ 4


ANALISIS Y RESULTADOS DEL FOCUS GROUP CAPITULO > REDACCION DEL INFORME 6 INTRODUCCION En ,n 3,n(o o37"7"o 4 3+o! "7a! 'o4 !!o!4  !o,a!4 ( a(a o4a a' 3o3n7o ( 'an;a! ,n !o(,7o o 'a n,a !4n7a"9n ( ,n !o(,7o. Pa!a ''o 4 n4a!"o 'an"5"a! ,n 'an ( 3a!=7"ng a ?, 4 3, "3o!7an7 n 'a g47"9n ?, 4 !a'";a n 'a 3!4a-  7a3>"n a!a 47a! a'!7a a!a ,a'?,"! a3>"o o !o>'3a  o(! !4o'!'o4 on an7""a"9n. S"n 3>a!go 47 'an ( 47,("o ( ,>'""(a( a!a ,a'?,"! !o(,7o (n7!o ( 'a o!gan";a"9n 7"n ?, 47 5o!3a(o o! 37o(o4  7n"a4 o! 'o ,a' 'a 7n"a ,7"'";a(a n 47a "n47"ga"9n 4 ' 5o,4 g!o,- n 'a ,a' a a !3"7"! a 7!a4 ( ,na 37o(o'og)a a(,a(a 4a>! ,'4 4on 'a ("5!n74 a!"a>'4 ?, "n5',n a' 3o3n7o ( ?, a(?,"!n n,47!o !o(,7o <"' =a7a>oo3 n ,na n,a !4n7a"9n. P!o7an(o a4) n,47!a "4"9n , o>+7"o 5"na'  ('o ?, 4 ?,"! on4g,"! a' 5"na' ( 'a "n47"ga"9n- n,47!o 'an ( 3a!=7"ng 7o3an(o o3o >a4 ' 47,("o !a'";a(o n ' 5o,4 g!o,- no4 (a! a ono! 'a 4"7,a"9n a7,a' n 'a ?, 4 n,n7!a 'a 3!4a  o(! !4o'! ,a'?,"! !o>'3a ?, 4 !4n7. D "g,a' 5o!3a 4 an a 'ana! 47!a7g"a4  o>+7"o4 a!a o(! a'an;a! n,47!a4 37a4  o>+7"o4  a4) o>7n! >,no4 !4,'7a(o4 o3o "n!3n7a! n,47!a4 n7a4- 5"('";a"9n ( n,47!o4 '"n74  3an7n! '"n74 (4( '


P78-&$ <


,n7o ( "47a ( <"'4 on !47o a 'o4 o37"(o!4 !4n7a(o4 n ' 5o,4 g!o,. F"na'3n7- (a3o4 a ono! 'o >,no ?, a a 4! n,47!o 'an ( ,>'""(a( n ' 5,7,!o a!a ' 'og!o ( n,47!o4 o>+7"o4.

RESUMEN EJECUTIVO E' 3,n(o ( 'a4 go'o4"na4 4 3, g!an(  J"47 (4( 4"3! n 'a 3n7 ( 'o4 on4,3"(o!4 4"a'3n7 'o4 +9n4. En ,a(o! 'a 3!4a ?, 7"n- 3ao! !'an"a on !47o a go'o4"na4 4 Con5"7a C.A. En $61- Con5"7a C.A. "n""a 4,4 a7""(a(4 !o(,7"a4 n ' 3!a(o ,a7o!"ano- 4"n(o 4, !"3! !o(,7o ' <"' >o'a A go%go- 4, J"7o !3"7"9 "3o!7an74 !o4o4 ( !o(,"9n. En $$- 'a 3!4a !a 4, !o"o 4"473a ( ("47!">,"9n. En $$- aa! o7!o !o(,7o 47!''a ' <"' Ka7a>oo3. En 2##2- Con5"7a a'an;a !4n"a n *0 a)44 a 7!a4 ( 4,4 Jo!7a"on4. En 2##0- 'a o3a@)a a4,3 ' n,o (4a5"o ( o37"! on !o(,7o4 ( a'7a a'"(a( n oo3. E''o4 an 7n! a ("5!n"a ( 4, an7"g,a !4n7a"9n. Po! 47a !a;9n 4 !a'";9 47 5o,4 g!o, a!a 4a>! ,' !a ' 3o7"o o! ' ,a' no 7"n 3,'3a  o(! a!3a4 n,a4 47!a7g"a4 !"n"a'3n7 ( ,>'""(a(. INVESTIGACION DE MERCADOS

P78-&$ =


PASOS DEL FOCUS GROUP T3$: C0-,% K$+$2""3 $@ OBJETIVO GENERAL M+o!a! 'a n,a !4n7a"9n ( n,47!o !o(,7o <"' =a7a>oo3.

OBJETIVOS ESPECIFICOS •

Cono! ?, 4 'o ?, "n4an 'o4 on4,3"(o!4 ( 'a n,a  an7"g,a

•

!4n7a"9n (' <"' =a7a>oo3. Ca,4a4 o! 'a ,a' no 4 on4,3 on 3,
•

!4n7a"9n (' <"' =a7a>oo3. P!5!n"a4 ( 'o4 on4,3"(o!4 a!a 'a !4n7a"9n (' <"' =a7a>oo3.

E' 7"o ( 47,("o ?, 4 3'9 a!a a'an;a! ' o>+7"o 5, ' (' :5o,4 g!o,' 47,("o 5, !a'";a(o o! ,na 3,47!a ( $2 !4ona4 ( 'a Fa,'7a( ( C"n"a4 A(3"n"47!a7"a4 ( 'a Un"!4"(a( ( G,aa?,"'. Sg3n7o ( 47,("an74 ( 'a Fa,'7a( ( C"n"a4 A(3"n"47!a7"a4 •

• • •

,>"a(o4 n7! 'a4 (a(4 ( 2# a 21 a@o4 ?, on4,3an <"'4. Ta3a@o ( 'a 3,47!a $2 !4ona4 T"3o a!a ' Fo,4 G!o, $
P-3 )$*" S 7o3an (n7!o ( 'a 3,47!a ( $2 !4ona4 ?, a'g,na ; n 4, "(a
S8'&/" )$*" S '4 (a a ono! ' o>+7"o (' 5o,4 g!o,

T, )$*" E' 3o(!a(o! ' "( a 'o4 a!7""an74 4,4 o"n"on4 a!a (' !o(,7o- n 47 a4o ' <"' =a7a>oo3 !o n 'a4 (o4 !4n7a"on4 7an7o g!an( o3o ?,@a.

C'$+" )$*" E' 3o(!a(o! ' "( a 'o4 a!7""an74 a!a 3+o!a! 'a !4n7a"9n (' !o(,7o ( a,!(o a 4,4 !5!n"a4- * 3"3>!o4 (' ?,"o an ano7an(o 'a4 !4,47a.

Q'-&+" )$*" S Jonn 'a4 on',4"on4 (' 5o,4 g!o,-  4 (a o! on',"(o. E' ?,"o  ' 3o(!a(o! ' ag!a(n a a(a ,no ( 'o4 a!7""an74 o! 4, o'a>o!a"9n o>4?,"n(o'4 !o(,7o4 ( <"' =a7a>oo3. INVESTIGACION DE MERCADOS

P78-&$ >


2@ PREGUNTAS DE LA INVESTIGACION 6 A' 3o3n7o ( o3!a! ,n <"' ?, 3a!a 4 ' "n a 'a a 'a 3n7 96 C,' 4 4, !a"9n 'a !"3!a ; a' !o>a! ,n <"' Ka7a>oo3 ;6 Con ?, 5!,n"a o3n <"' =a7a>oo3 46 , ,47(4 "n4an ( 'a !4n7a"9n g!an( 4 ?,@o <6 Con ?, 5a"'"(a( n,n7!a4 n 'a4 7"n(a4 !ana4 ( 4, (o3""'"o ' =a7a>oo3 g!an( =6 , '4 a! a ,47(4 ' !"o (' =a7a>oo3 ?,@o ?, 4 ( 174 4 ' =a7a>oo3 g!an( ?, 4 ( 2174 >6 U47( ! ?, ' ("4@o ( 'a !4n7a"9n (' =a7a>oo3 g!an( ''a3a 'a a7n"9n o 4 'a (>!)a a3>"a!

,@ DESCRIPCION DE LOS METODOS DE INVESTIGACION Co3o 4 'o?, <- ,!4o 6/2 a!!!a Ingn"!)a Co3!"a'- ' ()a $* ( +,n"o a 'a4 2$<01.  En ' g!,o ( "n47"ga"9n 4 ( 1 !4ona4- ' 3o(!a(o!  0 "n7g!an74 34- ana'";a3o4 'o4 !4,'7a(o4 o>7n"(o4 a!a a4) 3("an7 47!a7g"a4 !4o'! 'o4 !o>'3a4  a'an;a! ' o>+7"o.  E47 5o,4 g!o, 4 !a'";9 n ' ,!4o  'a 3,47!a 5, 4og"(a o! ' !o54o!- 'o4 a!7""an74 7!a>a+an  !an ( ("47"n7a4 (a(4.  En ' gn!o !an (o4 !4  $# 3,+!4 n 'a4 (a(4 ( 2# a 21 a@o4.  E' g!,o ( n5o?, 5, 3("an7 ,na n7!"47a.  La 37o(o'og)a ?, 4 ,7"'";o 4 ,a'"7a7"a a!a 4a>! ?, o"nan 'o4 a!7""an74 ( 'a n,a !4n7a"9n (' <"' =a7a>oo3 n o3a!a"9n on 4, an7"g,a !4n7a"9n. Ca> !a'a! ?, 'a n,a 4 n !4n7a"9n g!an(  'a an7"g,a n !4n7a"9n ?,@a.

96 ANALISIS DE LOS DATOS Y RESULTADOS $@ R(-*-.& / %$ %-+$+'$  "+"* /$+"* *,'&/$-"* )+-&&+* C$$,+-$,-.& / %$ 3'*+$ La 3,47!a 47,o on5o!3a(a o! 47,("an74 n ,!4o 6/2 (' a,'a 2#$ ( 'a

4,'a

(

Ingn"!)a Co3!"a'

(

'a Fa,'7a(

( C"n"a4

A(3"n"47!a7"a4- 4'"ona(o4 a'a7o!"a3n7 ( a,!(o a 'o4 !"7!"o4


P78-&$ 


47a>'"(o4- a!7""an(o n 4, 7o7a'"(a( $2 a',3no4 n7! !4  3,+!4. La (4!""9n o! a(a a!7""an7 !3"7 !a'";a! ,n 47,("o ( an'"4"4 (4!"7"o ( 'a4 a!a7!)47"a4 (' 5o,4 g!o,- (47aan(o 'a4 a!"a>'4 ?, ,(n 4! "3o!7an74 a!a (7!3"na! 'o4 4,+7o4 ( "n47"ga"9n. E47 "n47!,3n7o !o'7o "n5o!3a"9n ( 'o4 47,("an74 a!a ( 4, o"n"9n a!a (7!3"na! ,'4 4on 'o4 5a7o!4 ?, ''o4 "n4an ?, 4on "3o!7an74 a' 3o3n7o ( a(?,"!"! ' <"' =a7a>oo3 7a'4 o3o 4,4 !"o- 7a3a@o- 7J7,!a a'"(a(- 4a>o!- n7! o7!o4. D 47a 5o!3a 3("an7 'o4 !4,'7a(o4 o>7n"(o4 ( 'a4 !5!n"a4 ( 'o4 on4,3"(o!4 o(! (7!3"na! ,' 4!)a 'a !4n7a"9n ?, ''o4 (7!3"nan "(a' a!a ' <"' =a7a>oo3- 4a g!an( o ?,@a 3+o!a! ' !o(,7o

(

a,!(o

4a4

!5!n"a4



4g,"!

3an7n"n(o

o4""ona3"n7o n ' 3!a(o o>7n"n(o 3ao! !n7a>"'"(a(.

2@ R*'%+$/"* )*&+$/"* & +$2%$* " 875-,$*  ,@ I&+)+$,-.&  *'3& / %"* *'%+$/"*6 C-+-"* / *%,,-.& T$2%$ / ,-+-" / *%,,-.& C-+-"* / -&,%'*-.& E47,("an74 n ,!4o 6/2 ( 'a Fa,'7a( ( C"n"a4 A(3"n"47!a7"a4 A',3no4 ( 'a Un"!4"(a( ( G,aa?,"'

ETERNOS

INTERNOS

E47,("an74 ( ("5!n74 >a44 ?, ,!4n 47,("o4 n 'a 4,'a (

H7!ogn"(a( ( gn!o Ho3>!4  3,+!4 E(a(4 n7! 2# a 21 a@o4

Ingn"!)a Co3!"a'

C-+-" / ,%'*-.& E*+'/-$&+* / "+$* *,'%$* / %$ F$,'%+$/ / C-&,-$* A/3-&-*+$+-($* E*+'/-$&+* / "+$* '&-(*-/$/* &/-,* / ,'3)%-3-&+" E47 )n(" 3an"5"47a ( 3an!a o!n7,a' ?, 'o4 "n(""(,o4 4og"(o4 a'a7o!"a3n7 5,!on 4'"ona(o4 ( ,na 5o!3a o!!7a !47an(o 'o4


P78-&$ 


!"7!"o4 ( 4'"9n. A on7"n,a"9n 3("an7 47a 7a>'a 4 (a a ono! 'o4 a!7""an74 (' 5o,4 g!o,.

T$2%$ / &/-, / ,'3)%-3-&+" &/-, / ,'3)%-3-&+"

P$+-,-)$&+* /% 8')"

H7!ogn"(a( ( gn!o E47,("an74 n ,!4o P!7n"n74 a 'a FCA P!7n"n74 a 'a UG

$## $## $## $##

&/-, / ,'3)%-3-&+"



L,go ( ! !a'";a(o ,n >,n !"7!"o ( 4'"9n  !4n7a! ' )n(" ( ,3'"3"n7o 4 !4n7an 'o4 !4,'7a(o4 o>7n"(o4 (' ,47"ona!"o ( !g,n7a4

T$2%$ &6  S" / )$+-,-)$&+* N6 / )$+-,-)$&+* M,+!4 Ho3>!4

2 $#

TOTAL

9

G$5-," &6 


P78-&$ 


Co3o 4 3,47!a n ' g!a5"o ' $& ( 'o4 a!7""an74 (' 5o,4 g!o, 47a>a on5o!3a(o o! ' 4Jo 3a4,'"no- 3"n7!a4 ?, ' !47o 5, ( 3,+!4. Po! 'o ,a' 4 o3!,>a ?, !4  3,+!4 'o ?, (3,47!a ?, 4 ,3' on 'o4 !"7!"o4 ( 4'"9n  'o4 )n("4 ( ,3'"3"n7o.

T$2%$ &69

E*+'/-"* / )$+-,-)$&+* V$-$2%*

N6 / )$+-,-)$&+*

E47,("o4 n ,!4o E47,("o4 "n',"(o4

$2 #

TOTAL

9 G$5-," &69


P78-&$ 


D3o47!a3o4 ?, 'o4 a!7""an74 (' 5o,4 g!o, 3an7"n4 47,("o4 n ,!4o4 a7,a'3n7. Ca> !a'a! ?, 47 4 !a'";9 n 'a 'a4 ( E47,("o ( 3!a(o4 n ' ,!4o 6/2 ( 'a 4,'a ( Ingn"!)a Co3!"a' ( FCA- o! 'o ,a' o(3o4 a5"!3a! n,47!o )n(" ( ,3'"3"n7o.

E*+'/-" / %$* ($-$2%* A on7"n,a"9n 4 !4n7an 'o4 !4,'7a(o4 (' 5o,4 g!o, !a'";a(o4 n7! 'o4 47,("an74 4'"ona(o4- 7o3an(o n ,n7a ' 47,("o ( 4, 'ng,a+ !>a'  no !>a'.

T$2%$ &6 ; M$,$ / ,0-,% ' ,"&*'3-$& %"* )$+-,-)$&+*

Va!"a>'4 =a7a>oo3 B,>a'oo T!"(n7 T,3"J A gogo

Pa!7""an74 & 2 $ $ $

TOTAL

9


P78-&$ 9


G$5-," & ;

T$2%$ &6 4 V$-$2%* -&5%'&+* &

%$ $/'-*-,-.& / '&

1$+$2""3

V$-$2%*

N6 / )$+-,-)$&+*

Sa>o! TJ7,!a Ca'"(a( P!"o A(?,"4""9n P!4n7a"9n g!an( P!4n7a"9n ?,@a O'o! I3agn  ,>'""(a( Po4""ona3"n7o E(a( Co37n"a

1 2 1 $#  $ $$ # * $ # $

TOTAL

9


P78-&$ ;


G$5-," &6 4

Co3o 4 3an"5"47a n ' g!a5"o an7!"o! ,n 2 !5"! 'a !4n7a"9n ( =a7a>oo3 ?,@a a ("5!n"a ( 'a g!an( ?, 4o'o ,n  ' g,47a. Lo4 (34 !4,'7a(o4 an n'a;a(o4 a ?, !5"!n 'a !4n7a"9n ?,@a o! 4, !"o 4 34 on93"o ? 7an 4o'o 174 (on( a>o!(a ,n *- 'a 5o!3a ( a(?,"!"!'o ?, 4 34 5"' o!?, a!!"o 'o on4"g,4 (on( a>o!(a ,n 6&- 4, 4a>o! ,n 02 o!?, 7"n ("47"n7o4 4a>o!4- 'a a'"(a( 7a3>"n ,n 02- ' <"' a 47 o4""ona(o n ' 3!a(o on ,n 21 - 4, 7J7,!a a'go >,na on ,n $&  ( ,'7"3o 'a o37n"a on ,n .

T$2%$ &6 <


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M!" )*&+$,-.& 1$+$2""3 )'" (* 8$&/ Va!"a>'4 Ka7a>oo3 ?,@o Ka7a>oo3 g!an(

Pa!7""an74 $$ $

TOTAL

9 G$5-," &6 <

Mejor presentación kataboom pequeño vs grande Kataboom pequeño

Kataboom grande

8%

92%

E' g!a5"o ( 'a a!7 4,!"o! (a o3o !4,'7a(o ?, ,n 2 ( 'o4 a!7""an74 !5"!n on4,3"! =a7a>oo3 n 'a !4n7a"9n ?,@a a ("5!n"a ( ,n  ?, !5"! 'a !4n7a"9n g!an(. Po! 'o ,a' 47a !4n7a"9n (>!)a ( 3+o!a! n 'a a'"(a(- !"o- 7J7,!a  a(?,"4""9n.

;6 CONCLUSIONES Ka7a>oo3 4 ,na 3a!a ?, a 47 o4""ona(a n ' 3!a(o 3("an74 47 5o,4 g!o, 4 ,(o "(n7"5"a! ?, a' 3o3n7o ( a(?,"!"! ,n <"' a(?,"!n 47 !o(,7o  34 'o4 +9n4. La !4n7a"9n ?, !5"!n 'o4 a!7""an74 n ,n 2 4 =a7a>oo3 ?,@o 'a an7"g,a !4n7a"9n- a ("5!n"a (' =a7a>oo3 g!an( ?, 4o'o 'o !5"!"9 ,n . Una a!"a>' !(o3)na7 a' a(?,"!"! 47 =a7a>oo3 ?,@o 4 4, !"o a ?, 4 on93"o 7an 4o'o 174  4, 5a"'"(a( ( a(?,"4""9n o! ?, 4 n,n7!a n ,a'?,"! >a! ( 'a 5a,'7a( - n


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a3>"o ' =a7a>oo3 g!an( 4 34 o47o4o 47 a 2174  no 4 7an 5"' non7!a!'o. E' 4a>o!  'a 7J7,!a 7a3>"n 4 !"3o!("a' a' 3o3n7o ( a(?,"!"! ' !o(,7o (>"(o a ?, 'a ')na ( 47 !o(,7o 4 ( ("5!n74 4a>o!4 'a ("5!n"a 4 ?, n ' =a7a>oo3 g!an( (,!a 3, oo ' 4a>o! (>"(o a 4, 7J7,!a  n ' =a7a>oo3 ?,@o (,!a 3,
46 RECOMENDACIONES 

E' 'an ( 3a!=7"ng (>! n5oa!4 n 'a n,a !4n7a"9n ('

!o(,7o =a7a>oo3 g!an(.  Lo4 5a7o!4 ?, (>!n 7o3a!4 n ,n7a 4on  P!"o.  TJ7,!a ,( 4g,"! 4"n(o g!an( !o 3+o!a! 4, a'"(a(4 ("! a' 3o3n7o ( on4,3"!'o 4, 4a>o! (,! 3,'""(a( a!a a4) 7n! 34 !o(o!4  ?, 'o4 on4,3"(o!4 'o ,(an a(?,"!"! ( ,na 5o!3a 34 5"'  a4) ''o4 ,4a!)an on 34 5!,n"a ' !o(,7o.


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Analisis y Resultados Del Informe Focus Group

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