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
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    Universidad Tecnica de Machala

    Machala, Ecuador

    ROR https://ror.org/036zk8k10

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

ISSN: 1132-2799

Ano de publicación: 2020

Volume: 29

Número: 3

Páxinas: 1-17

Tipo: Artigo

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

Outras publicacións en: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

Resumo

No ano 2007 a empresa Azucarera lanzou con éxito un novo envase de azucre co obxecto de mellorar a diferenciación do produto. Doce anos despois de sacar o novo produto preténdese analizar cal é a valoración dos atributos do envase que lle engaden valor, a intención de compra e a disposición a pagar un sobreprezo polo novo envase fronte ao envase orixinal. A partir do coñecemento obtido tras o lanzamento do produto, este estudo analiza, ademais do punto de vista do consumidor, o do fabricante do envase, o do distribuidor e mais o da empresa produtora do azucre. Os resultados revelan que o consumidor está disposto a pagar un sobreprezo fronte ao envase tradicional, ademais de valorar significativamente as principais calidades do envase como son a funcionalidade, a hermeticidade e a hixiene.

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Fonte de datos: Dialnet