ABSTRACT
Resumen El mapeo de preferencias es una técnica inspirada en la psicología matemática con el objetivo de optimizar procesos productivos y de innovación centrada en el consumidor. El presente estudio socializa los hallazgos de la aplicación de esta técnica sobre el mercado de pasabocas a base de papa con sabor natural en Colombia. Un total de 462 participantes de las ciudades de Bogotá, Medellín, Cali y Barranquilla participaron en el experimento probando ocho productos, cuatro actualmente distribuidos en Colombia, cuatro prototipos, una importación de México y una importación Argentina. Luego de obtener óptimos indicadores de bondad de ajuste en modelos de escalamiento multidimensional, los resultados indican que las preferencias de los participantes en esta categoría están migrando de las frituras a los pasabocas horneados, con más cáscaras en el borde, más gruesas en comparación al promedio y más crocantes. Los hallazgos invitan a la industria a explotar este cultivo de producción agrícola interna, en procesos productivos que permitan superar la barrera de adopción clásica en la categoría: la grasa.
Abstract The preference mapping is a mathematical psychology technique oriented to optimize productive process and to develop customer based innovation. The present study socialize the findings about the application of this technique in potato based snacks in Colombian market. An experimental design with 8 products, 4 with present distribution in Colombia, 2 prototypes, 1 product imported from Mexico and one product from Argentina was applied on 462 participants from Bogotá, Medellin, Cali and Barranquilla. After to check the multidimensional scaling statistical goodness of fit, the outcomes suggest that the Colombian's preferences are mutating from fried snacks to baked snacks, thicker, crisper, and with more cortex on the edge in comparison with actual proposals in the market. The findings invite to Colombian industry to think in new productive strategies with potato farm overcoming traditional adoption barriers as the fat.
Subject(s)
Consumer Behavior , Perception , SensationABSTRACT
The purposes of this study were to examine the impacts of characteristics of bakery cafe customers and service quality on customer perceived value, customer satisfaction, intention to revisit, and intention to recommend, and to provide comprehensive understanding on attitudes and behaviors of bakery cafe customers. The questionnaire was developed through literature review and focus group interviews and was modified after pilot test. The questionnaires for the main survey were distributed to 320 males and females aged 20 and over in Seoul. A total of 275 questionnaires were used for analyses (85.9%) and the statistical analyses were completed using SPSS Win (12.0) for descriptive analyses, regression analyses, and correlation analysis. The main results were as follows. There were significant differences of intention to revisit between groups of different gender, age, and personal expenses. The service quality of product dimension affected all tested variables, and the service quality of services and price dimension had effects on customer perceived value and intention to recommend. Customer satisfaction was a unique variable that is affected by service quality of the interior environments dimension. Overall, researchers and managers of bakery cafes should understand customer attitudes and behaviors, and the results of this study would help to establish marketing strategies that meet target customers' needs.