Análise do valor engadido dun novo envase no mercado de azucre e a súa influencia na disposición a pagar

  1. Calvo Dopico, Domingo 1
  2. del Castillo Puente, Ángel María 2
  3. Herrera Peña, Jonathan Neptali 3
  1. 1 Universidade da Coruña - Facultade de Economía e Empresa
  2. 2 EAE Business School
  3. 3 Universidad Tecnica de Machala
    info

    Universidad Tecnica de Machala

    Machala, Ecuador

    ROR https://ror.org/036zk8k10

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Journal:
Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

ISSN: 1132-2799

Year of publication: 2020

Volume: 29

Issue: 3

Pages: 1-17

Type: Article

DOI: 10.15304/RGE.29.3.6705 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

Abstract

In 2007, the Azucarera company successfully launched a new sugar container in order to improve product differentiation. Twelve years after launching the new product, the aim is to analyze the evaluation of the attributes of the packaging that add value to it, the intention to buy and the willingness to pay a premium for the new packaging compared to the orixinal one. Based on the expertise obtained after the launch of the product, this study analyzes, in addition to the consumer's point of view, the manufacturer of the container, the distributor and the company that produces sugar. The results reveal that the consumer is not only predisposed to buy the new package but is willing to pay price premium over the traditional package in addition to significantly assessing the main dimensions of the package such as ease of use, tightness and hygiene.

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