TY  - THES 
TI  - Investigación exploratoria para evaluar la aceptación del café artesanal: café de los montes
PB  - Universidad Icesi
PY  - 2014
UR  - http://hdl.handle.net/10906/77044
AB  - Café de los Montes isanartisan 100% Colombiancoffeecomingfrom La Manuela farm in Marquetalia, Caldas. The brand was launched in 2013 in a very intuitive way and with regional coverage without market research that takes into account competition, tastes and preferences of the consumer. Additionally the product has been marketed without marketing strategies focused on the construction of a brand image. Currently, the Montes family, the brand proprietary, wants to launch Café de los Montes at national level.To carry out this challenge successfully it is required to give the first step through a process of market research that will allow a comprehensive assessment of the product by identifying their strengths, weaknesses, perceptions, level of acceptance and purchaseintention, among others, in order to design and implement corrective actions and an efficient strategy of marketing and sales. The market research project will require two phases of research: a first phase of qualitative or exploratory research and a conclusive phase by means of a quantitative research that would be done with a sample of consumers representative of Colombia.
KW  - Federación Nacional de Cafeteros de Colombia
KW  - Estrategias de marketing
KW  - Proceso de investigación
KW  - Investigación de mercados
KW  - Tésis
KW  - Mercadeo
KW  - Departamento de Mercadeo y Negocios Internacionales
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Consumer.
KW  - Marketing strategy
KW  - Economía
KW  - Economics
ER  -