Citas bibligráficas
Figueroa, S., (2018). Influencia del packing en el comportamiento del consumidor del producto néctar La Molina del INDDA [Tesis, Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/3649
Figueroa, S., Influencia del packing en el comportamiento del consumidor del producto néctar La Molina del INDDA [Tesis]. : Universidad Nacional Agraria La Molina; 2018. https://hdl.handle.net/20.500.12996/3649
@misc{renati/246945,
title = "Influencia del packing en el comportamiento del consumidor del producto néctar La Molina del INDDA",
author = "Figueroa Escorza, Sandy Kimberly",
publisher = "Universidad Nacional Agraria La Molina",
year = "2018"
}
The objective of this research focuses on designing a new label (packing) for the Nectar La Molina of the Agroindustrial Development Institute, in order to propose guidelines that promote the positive behavior of the consumer towards the product, avoid unfair competition and that improve product differentiation and consumer food safety. The study was conducted through the application of a current regulatory requirements checklist, a market survey and descriptive and documentary analysis. The results of the study showed that the current labeling has an incorrect description of the nature of the product and of the nutrition and health claims, marketing deficiencies related to the product were found that do not match the expectations of the market analyzed. Finally, the placement of stimuli in the environment is proposed according to the marketing mix and the design of a new label that helps to overcome the deficiencies found, with the least possible time and investment, and with a great impact on the quality of the final product.
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