TY  - THES 
TI  - Investigación de mercados. Impacto de nuevas tendencias en el consumo de complementos nutricionales
PB  - Universidad Icesi
PY  - 2015
UR  - http://hdl.handle.net/10906/79242
AB  - As for food, in recent years has seen a growing trend towards the consumption
of healthy alternatives, and enrichment of the diet through nutritional
supplements, this paper presents an analysis of the market of nutritional
supplements focused on Quinoa. Thus, it scanning from a general perspective
the globally trend of nutritional supplements consumption, through the review of
secondary data from reliable sources such as Euromonitor.
Plus, it presents the results of a quantitative market research that consisted of a
personal survey of 230 people in the city of Cali, in order to validate whether the
globally trend that was revised through secondary data, was also valid for this
local market. Finally, to deepen the theme, It has been made qualitative
research conducted to seven key industry people, and the instrument used was
an in-depth interview, these people are members of the middle part of the value
chain, for example managers of pharmaceutical and manufacturing companies
that have some direct or indirect relationship with the major input studied.

KW  - Nutrición
KW  - Investigación de mercados
KW  - Quinoa
KW  - Análisis de mercados
KW  - Trabajos de grado
KW  - Administración
KW  - Departamento de Gestión Organizacional
KW  - Producción intelectual registrada - Universidad Icesi
ER  -