La Investigación de Mercados para conocer a los Consumidores y realizar Segmentación

Etapas de investigacion de mercados son:

  1. Definir los objetivos de la investigacion: Esta primera etapa nos ayuda a establecer un punto de partida y un punto de llegada. Esto quiere decir, con que informacion preliminar contamos o cual es nuestra base para realizar la investigacion y hacia donde la queremos enfocar.
  2. Plan de Investigacion: Esta etapa nos ayuda a determinar de que manera debemos desarrollar nuestra investigacion, por lo que el investigador debe preveer actividades a desarrollar para ejecutarla en una secuencia ordenada. Como por ejemplo; a que poblacion voy a diriguir la investigacion, etc.
  3. Recopilacion de informacion: Se debe almacenar toda la informacion resultante de una investigacion inclusive la que no forma parte directa de nuestro foco de estudio…
  4. Analisis de informacion: Una vez que se cuenta con la informacion necesaria, se debe seleccionar lo mas importante y que forme parte de nuestro interes…
  5. Presentar los resultados: Una vez realizado el analisis de la investigacion se debe presentar las conclusiones de las variables mas relevantes a los directores de la empresa…
  6. Toma de decisiones: Esta etapa es la final dentro del proceso de investigacion. Aqui se definira si el proyecto sera viable o no para la organizacion…

Planes de Muestreo

Los planes de muestros son un metodo que ayuda al investigador a definir la unidad de la muestra (¿que personas seran encuestadas?, el tamaño (¿cuantas personas deben ser entrevistadas? y procedimiento de la muestra (¿como se debe sellecionar a los sujetos de la muestra?).

De acuerdo a lo ultimo, surgen los muestreos Probabilisticos y los no Probabilisticos, diferenciandose el uno con el otro en la forma de establecer sus metodos de muestreo, siendo el probabilistico el que desarrolla una pauta pre-establecida y ordenada para generar y recopilar informacion, en tanto la no Probabilistica desarrolla su metodo sin establecer la forma de hacerlo. Esta ultima es la que se mas se utiliza por disponibilidad de tiempo que impica y su bajo costo a pesar que su grado de error.

Factores de comportamiento del consumidor:

Los factores que infuyen en el comportamiento de los consumidores son los culturales, sociales, grupos de referencia, familia, roles sociales y el status.

De acuerdo a esto, para mi los factores que mas influyen al consumidor son los Culturales y los de la Sociedad ya que son estas dos variables permiten que los consumidores en su mayoria opten por adquirir los productos o servicios que ofrece el mercado.

Las culturales, solo se podra enfocar a un determinado mercado permitiendo segmentarlo, por sus creencias, principios,  normas, etc. que las rigen, por ejemplo por las creencias religiosas. En tanto que las sociales, permiten dividir una poblacion y se caracterizandose por sus comportamientos, por sus ocupaciones dependiendo a la clase en la que pertenecen, su profesion, educacion, valores, ingresos, bienestar, etc.

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