Análisis del comportamiento de compra y consumo de nuevos productos: aplicación en el sector de los platos preparados

The continuous social changes occurred in our society in the last decades have
shown new needs like ready meals. Although the great majority of the Spanish
population assures not to still buy them, comfort and lack time to cook are being
reasons to consume. This study was started up to know the purchasing and buying
habits and specially research to a product meat preparation with P.G.I. (Protected
Geographical Indication): “Ternasco de Aragon roast in its juice”. Thus the
results let configure to the producers the marketing strategy more appropriated for
its introduction in the market. Starting off the quantitative study realised to
consumers (449) it was obtained information which will direct actions of tactical
marketing variables for this new product.

Language of the paper: 
Spanish
Authors
GARRIDO-RUBIO
Ana
UNIVERSIDAD DE ZARAGOZA (ESCUELA UNIVERSITARIA DE ESTUDIOS EMPRESARIALES DE ZARAGOZA)
Pilar
URQUIZU-SAMPER
UNIVERSIDAD DE ZARAGOZA (ESCUELA UNIVERSITARIA DE ESTUDIOS EMPRESARIALES DE ZARAGOZA)
Silvia
VICENTE-OLIVA
UNIVERSIDAD DE ZARAGOZA (ESCUELA UNIVERSITARIA DE ESTUDIOS EMPRESARIALES DE ZARAGOZA)
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