Segmentación post hoc del mercado lácteo cuencano aplicación del análisis Cluster en dos etapas

Abstract

This article aims to generally establish what the main market segments according to the attributes of the dairy product, focusing mainly on the consumption of cow's milk; we believe important to determine the relationship between the attributes this product and profiles of consumers in respect of milk, to guide the product according to the importance given by each group to a specific attribute.

In this sense, information has been collected from primary and secondary source, from in-depth interviews were conducted, focus groups and market research, with a sample of 598 subjects, aged 15 to 84 years, and the selection of the sample was performed using a stratified random sampling method.

The algorithm groups were used to identify consumer groups that are differentiated by the fact prefer one over the other attribute considered. Thus, it was found that four clusters: • Housewives sorting by thickness and price. • Housewives sorting by color. • Private Working mothers sorters for freshness. • Housewives sorting by nutritional value.

In this working highlight the group Private Working Mothers Selectors for freshness, representing 63.88% of the market study, those who bet as attribute more important to product freshness. This group mainly consists of married private employees, who elect Nutrileche first as the most preferred for consumption.