Professional Documents
Culture Documents
Market Research On A Machica Smoothie Proyect
Market Research On A Machica Smoothie Proyect
Market Research On A Machica Smoothie Proyect
Marketing Research
Topic:
“Machica Smoothie”
Members:
Maldonado Maria
June 2017
Content
Problem Identification.......................................................................................................1
Objectives..........................................................................................................................1
Main objective...............................................................................................................1
Specific objectives.........................................................................................................1
Investigation Questions.....................................................................................................1
Conceptual Framework.....................................................................................................2
Machica..........................................................................................................................2
Cereal consumption index in Ecuador...........................................................................5
Non-sourced nutritional products on the market...........................................................6
Segment description..........................................................................................................7
Methodology....................................................................................................................11
Scope............................................................................................................................11
Approach......................................................................................................................11
Population....................................................................................................................11
Sample.........................................................................................................................12
Sampling method.........................................................................................................12
Questionnaire.....................................................................................................................2
Results of the investigation...............................................................................................2
Conclusion.......................................................................................................................24
References.......................................................................................................................25
1
Machica Smoothie
Problem Identification
The need for a low-cost product based on máchica that provides effective
nutrients for weight loss and gain of muscle mass.
Objectives
Main objective
Study the customer buying habits of the people in Guayaquil that have a sport lifestyle.
Specific objectives
Determine the demand for nutritious and natural drinks from the local market
Investigation Questions
What kind of drinks do the costumers buy?
Conceptual Framework
Machica
Máchica (Quechua: machka) is a type of flour made from ground toasted barley
or other toasted grains. It is used in Bolivian, Ecuadorian and Peruvian cuisine.
Martinez & Einzmann (1993) point out that máchica is a flour that is commonly
made based on roasted and ground barley, but is also made from roasted and ground
corn, or roasted and ground wheat. It is essential ingredient of the chapo or máchica
with panela and quesillo honey, when it has, or at other times, mazica with water and
sugar. It also makes the soup of máchica or food of máchica with a drowned with color,
milk, water and corn máchica.
2
Sánchez (2016) argues that many households in the Sierra have a medicinal
drink, such as herbal infusion tea, a dairy product, cereals and fruits. These foods, he
explains, are essential to meet the daily nutritional requirements of an adult and a
student.
As for children, it favors growth and improves the defense system, because it has
zinc, a good protector of heart health, low fat content and essential fatty acids, vitamins,
minerals and fiber, in addition It favors the intestinal functioning, lastly it allows us to
control blood glucose (blood sugar level), essential in people with diabetes and
overweight.
Tabla 1
MACHICA
100 grams
Energy Kcal. 344,0
Water g. 10,0
Proteins g. 8,6
Greases g. 0,7
Carbohydrates g. 77,4
Fiber g. 6,6
Ashes g. 3,3
Calcium mg. 74
Match mg. 320,0
3
Fuente: http://www.nutrimedperu.com/composicion.htm
Tabla 2
Nutritional Information
La Pradera Cereals
Machica
Nutritional Information
Serving Size 30 g.
Portion container 16,6 g.
Calories Per Serving 115
Fat Calories 9
DAILY PERCENTAGES
Total fat 1g. 2%
Saturated fats 0g. 0%
Cholesterol 0mg. 0%
Sodium 0mg. 0%
Total Carbohydrates 23 g. 8%
Dietary fiber 2g. 8%
Protein 4g.
CONTENTS OF VITAMINS AND MINERALS
Vitamin A Vitamin E
Vitamin C Thiamine 4%
Calcio 2% Riboflavin 1%
Iron 17,3% Niacin 13%
Vitamin D
The Ecuadorian takes almost 50 liters of soda and 18 liters of milk a year. The
consumption of soda is higher than that of milk, water or yogurt in Ecuador. The
Ecuadorian took an average of 49.3 liters of soft drinks, while the intake of bottled
water was 38.4 liters and the milk reached 17.67 liters. Yogurt is even lower: 4.57 liters.
Only the Special Consumption Tax (ICE Impuesto a los Consumos Especiales)
on soft drinks has a collection target of USD 81.1 million until the end of 2016 and by
2017 would enter USD 139 million, according to figures from the Internal Revenue
Service (Servicio de rentas internas SRI). Although the National Association of Food
and Beverage Manufacturers (Anfab), in fact, the increase in tribute for soda will
generate USD 259 million per year, considering that the industry produced 1.036 billion
liters in 2015. The tax means Almost five times more than last year: USD 58 million.
Imagen 1
Fuente: El Comercio
Medina, Brito and Maricela (2016) found that only one in every 1,000 people
ingests fiber (vegetables, fruits and cereals) adequately, according to the National
Health Survey.
Wheat (Triticum vulgare L.) is, together with rice and barley, the most important
cereal in Ecuador. National wheat consumption exceeds 450,000 MT / year, resulting in
a per capita consumption of more than 30 kg / year (SICA, 2002). However, Ecuador
imports 98% of the internal requirements of wheat and only 2% (9,000 MT) is produced
locally (Central Bank of Ecuador, 2007).
In addition, Ecuador has the lowest productivity in Latin America with 0.6 MT /
ha (INEC-MAG-SICA, 2002), while the world average yield is above 1.3 MT / ha and
in developed countries, located in high latitudes, recorded yields reach 6.0 MT / ha
(Rajam and Braun, 2008). This reality makes Ecuador a country totally dependent on
cereal imports to supply the national demand, without current capacity for self-
sufficiency.
The reason for the development of this dependence is that, since 1970,
developed countries, especially the US, started agricultural subsidy programs that
allowed the supply of low-cost wheat to international markets. In Ecuador, wheat
6
subsidy programs were also implemented since then until the 1980s (INIAP, 2005), but
this subsidy was to import it and not to produce it.
Segment description
Geographic segmentation
To start, we’ll focus on Guayaquil, an Ecuador’s city on the west coast of South
America. Guayaquil is composed of 347 km² of surface and is formed by 21 parishes,
16 urban and 5 rural. Because it is in the middle of the equator, the city has warm
temperatures throughout the year, the average temperature is between 25 and 28 ° C.
This product will be directed to people with an age range between 15-45 years old, who
want to lose weight and gain muscle mass and that would represent a 47,40% of
Guayaquil’s population. This drink is effective, tasty and nutritional for this reason this
could become a necessity in the country since nowadays is a trend to be always in
shape.
Demographic segmentation
The average size of people per family in Guayaquil increases every year, nowadays the
average number of family size is 3.8. Usually this product is concentrated or consumed
more in the Sierra, but in Guayaquil is consumed by young men and women, adults,
children, among others. It is a nutritional supplement that supplies 47.3% of the
population in Guayaquil and the average age ranges from 15 to 45 years, since its
nutrients are used by athletes, therapists, doctors, students, bodybuilders and
nutritionists. The price is accessible to the market considering that the family basket or
family income is at $ 628.27 according to INEC surveys.
Psychographic segmentation
7
The machica smoothie is directed to men and women from any religion, race, education
or generation, since is a healthy drink that can make people have a healthy life. In the
market, regarding to the education aspect, the consumers come from high school
graduates to college graduates to working people. Ecuador’s main religion is Catholic
with an 80,4%, followed by Christians with 11,3% and other religions with 8,25%, this
according to the INEC surveys. The most representative’s races in Ecuador are mestizos
(74,4%), Natives (6,8%) and Black (2,2%). The generations who the product will be
more approachable to are Gen X and Gen Y, who represent a 39. % and 18,65%
respectively of Ecuador’s population.
Behavioral Segmentation
Our product is aimed at middle-class which means (22,8%) and upper middles which
means (11.2%) which would represent a total of 34% of the population.
Also, our product is recommended for people who perform some physical activity
(41.8%), their personality is ambitious, so, this product can help to obtain muscle mass
and also facilitate intestinal transit and protect the heart by its low amount of fat.
The consumption of the machica will be in regular occasion because people do not play
sports every day or simply because it is a complement to have better health.
to 18384 people that realize physical activity, of which 10380 they fracture with more
frequency.
Imagen 2
City: Guayaquil
Province: Guayas
9
Methodology
Scope
The present study will explore the market of active and moderately active people
engaged in physical activities. This project will be focused on food, specifically with
machica, with a study of people between 18 and 45 years old from Guayaquil. The
specific aspects of the investigation are related to the consumption of machica among
athletes and people in general within which it covers the topics of food and health.
Approach
The present research will be developed from a mixed approach, because a process will
be used to gather, analyze and study both quantitative and qualitative data that seek to
respond to the problem approach [CITATION Her06 \l 12298 ]
Population
According to the values recorded in the National Health Survey (ENASUT). We
register as a feasible population of study men and women between 18-49 years who
perform physical activity regardless of their category of activity. Being our population
of 18384, with a confidence level of 90% and a margin of error of 10%.
% % % % % % %
10
MA 3 6 5 4
S 597 % 1290 7% 1261 7% 1317 7% 1119 % 932 % 814 % 7330 40%
4 10 11 11 9 8 7 1105
FEM 721 % 1874 % 2044 % 1995 % 1724 % 1458 % 1238 % 4 60%
1838 100
1318 3164 3305 3312 2843 2390 2052 4 %
Sample
The population to be analyzed in the study is formed by 18384 people, aged 18-
49 who perform physical activity regardless of their category of activity. With a margin
of error of 10%, a confidence level of 90% and a level of heterogeneity of 50% (p = q),
which resulted in a sample of 267 people.
Sampling method
Data
N= 18384 Solution:
D= 0,05
n=266,69
11
Questionnaire
Machica Smoothie
survey about customers ‘preference
*Obligatorio
- Sexo *
Masculino Femenino
- Edad *
Menos 15 25-29 40 or over
15-19 30-34
20-24 35-39
- Estado Civil: *
Soltero Casado con hijos Viudo
Casado Divorciado
- Estas actualmente
En el colegio Trabajo a tiempo completo
En la universidad Desempleado
Trabajo a tiempo parcial
- ¿Qué medios de comunicación social utiliza con frecuencia?
Facebook Instagram
Twitter Otros
- ¿Con qué frecuencia vas al gimnasio?
Todos los días Una vez al mes
Varias veces por semana En ocasiones
Una vez a la semana Nunca
Varias veces al mes
- ¿Con qué frecuencia compras algo en el gimnasio del bar?
Todos los días Una vez a la semana
Varias veces por semana Varias veces al mes
12
Sí No
- ¿Cree usted que la presentación (envasado) de un producto batido es importante?
Muy Importante Menos importante
Importante No es importante en absoluto
- ¿Has probado alguna vez machica?
Sí No
- ¿Lo disfrutaste?
Sí No
- ¿Sabes cuáles son sus beneficios?
Sí No
- ¿Con qué frecuencia consume cualquier producto en base de machica?
Todos los días Una vez al mes
Varias veces por semana En ocasiones
Una vez a la semana Nunca
Varias veces al mes
- ¿Cuándo es más probable que consumiría cualquier producto en base de
machica?
Por la mañana Antes de hacer ejercicio
Almuerzo Después de un entrenamiento
Fin del día de trabajo No hay tiempo en particular
Antes de un evento deportivo No bebería un smoothie a base
Después de un evento deportivo de machica
- ¿Qué piensas de la idea de un batido machica? Si su respuesta no es realmente
buena idea, termine aquí.
Lo amaré No lo sé
Buena idea No es realmente buena idea
- ¿Te gustaría algo específico (ingredientes) en la elaboración del producto?
Si No
- Si usted combinara la machica con cualquier sabor, ¿qué sería?
Manzana Naranja
Banana Pera
Chocolate Mango
Fresa Otros:
- Localización de las tiendas donde se vendería el smoothie influye en su compra.
14
Sexo
Female
52% 48%
Male
Question #2.
Edad
menos de 15
13%
27% 15 - 19
12% 20 - 24
25 - 29
6% 30-34
17% 35 - 39
7% 16% 40 o mas
Question #3
Estado Civil
16
4%
soltero
23%
casado
45% casado con hijos
Divorciado
18% viudo
10%
Question #4.
Se encuentra actualmente:
Desempleado
8%
22% En el colegio
15%
En la universidad
Trabajo a tiempo
20% completo
34%
Trabajo a tiempo
parcial
Question #5.
16%
Facebook
Instagram
27% 57% Twitter
Question #6 and #7
84
En ocasiones Nunca Todos los días Una vez a la semana Una vez al mes Varias veces al mes
47
44
38
35
31
18
14
11
9
7
¿Con qué frecuencia vas al gimnasio? ¿Con qué frecuencia compras algo en el gimnasio del
bar?
Question #8.
46% si
54% no
Question #9.
17%
28%
botellas individuales
botellas multiples (paquete de 24)
19% botellas multiples (paquete de 6)
forma de polvo
36%
- ¿Lo disfrutaste?
137
130
95
35
Si No
Question #12
23%
34%
Plástico
Vidrio
Realmente no me importa
43%
Question #13
¿Cuándo son los tiempos más probables en que usted bebería una bebida proteínica?
10%
20% Antes de un evento deportivo
1%
Después de un entrenamiento
20%
Después de un evento deportivo
18%
Fin del día de trabajo
Question #14
34%
39% Beneficio para la salud
Gusto
No compraría un batido
Precio
10%
17%
Question #15
7%
Baja en calorías Coherencia
22%
14%
Sabor Mejoradores
26% 31%
Variedad de sabores
Question #16
34% 33%
Avena Quaquer Avena Toni
12%
21%
Question #18
20%
12%
Muy importante No es importante
29%
Chart Title
174
165
138 135
129 132
102
93
¿Alguna vez compraste un ¿Has probado alguna vez ¿Lo disfrutaste? ¿Sabes cuáles son sus
batido casero? machica? beneficios?
Question #22
8% En ocasiones Nunca
9%
14%
15%
Todos los días Una vez a la semana
Question #23
Almuerzo
6% 35%
Después de un entrenamiento
Por la mañana
Question #24
Buena idea
26%
Lo amaré
41%
25%
8% No sé
Question #25
Banana Chocolate
9% 1%
8% 31%
Fresa Mango
11%
3% Manzana Naranja
13%
24%
Pera Vainilla
Question #26
53%
25%
Varias veces al mes
7%
Varias veces por semana
Question #27
18%
Supermercado
Tienda regular
Máquina expendedora
82%
Question #28
De los precios a continuación, marque las casillas que muestran los precios que estaría
dispuesto a pagar por un licuado.
23
26%
$1.00
$1.50
46% $2.00
$2.50
$3.00
$3.50
28%
Correlación 1: Sexo- ¿Con que frecuencia compras algo en el bar del gimnasio?
Tabulación cruzada Sexo por ¿Con que frecuencia compras algo en el bar del
gimnasio?
24
Tabla de frecuencia para Sexo por ¿Con que frecuencia compras algo en el bar del
gimnasio?
25
Diagrama de Barras para Sexo según ¿Con que frecuencia compras algo en el bar
del gimnasio?
26
Gráfico de Mosaico para Sexo según ¿Con que frecuencia compras algo en el bar
del gimnasio?
Correlación 2: Edad- ¿Con que frecuencia compras algo en el bar del gimnasio?
Tabulación cruzada Edad por ¿Con que frecuencia compras algo en el bar del
gimnasio?
27
Diagrama de Barras para Edad según ¿Con que frecuencia compras algo en el bar
del gimnasio?
Gráfico de Mosaico para Edad según ¿Con que frecuencia compras algo en el bar
del gimnasio?
28
Tabulación cruzada ¿Has probado alguna vez machica? por ¿Lo disfrutaste?
29
Diagrama de Barras para ¿Has probado alguna vez machica? según ¿Lo
disfrutaste?
30
Gráfico de Mosaico para ¿Has probado alguna vez machica? según ¿Lo
disfrutaste?
Gráfico de Mosaico para ¿Con qué frecuencia consume cualquier producto en base
de machica? por De los precios a continuación, marque las casillas que muestran
los precios que estaría dispuesto a pagar por un licuado.
33
Tabla de Frecuencias para ¿Con qué frecuencia vas al gimnasio? por ¿Usa bebidas
deportivas / energéticas?
Diagrama de Barras para ¿Con qué frecuencia vas al gimnasio? por ¿Usa bebidas
deportivas / energéticas?
34
Gráfico de Mosaico para ¿Con qué frecuencia vas al gimnasio? por ¿Usa bebidas
deportivas / energéticas?
35
Conclusion
In conclusion, according to the theoretical study and the field work in different
areas of Guayaquil, our product would have an acceptance in the market in view that
athletes are increasingly striving for better performance and physical figure. Machica
Smoothie is a nutritional supplement that can cause different effects in the physically
active people providing more energy in their workouts, regardless of their ages (15 -40).
This depends on many variables, such as: feeding and type, frequency, duration
Machica Smoothie is a protein product designed to meet the needs of the diet,
facilitating its consumption and providing a great quantity of nutrients per intake.
fitness has been extended to people attending gyms regularly. More than half of the
people who go to a gym consume supplements. According to our study, men who go to
gyms make a greater consumption of these than women, in turn men who carry out diets
Machica Smoothie will help improve the physical appearance, take care of
health, increase sports performance and cover a deficit of the diet, and for these reasons
we justify the consumption of machica and reduce supplements in the users of gyms.
Many people surveyed think that machica Smoothie will have positive results in the
It should be noted that the percentage of individuals that will consume is not so small,
References
http://alpinaecuador.com/nutricion/alimentos-nutritivos/
Martínez & Einzmann (1993). La cultura popular en el Ecuador Tomo I Azuay. Cuenca,
Centro Interamericano de Artesanias y Artes Populares.
Medina Apolo, M. G., Brito, R., & Maricela, S. (2016). Knowledge, attitudes and
nutritional practices in type 2 diabetics that make up the Diabetic Urban Clubs,
Cuenca, 2015 (Bachelor's thesis).
Orrala, N., Solís, A., Rodríguez, C., Ángel, E., Limón, M., Flores, J., ... & Figueroa, L.
(2015). Adaptation of Wheat (Triticum), at different times of four localities,
Province of Santa Elena. UPSE Scientific and Technological Review, 1 (1).
Ramírez, S., & Araujo, A. (06 de junio de 2016). El ecuatoriano toma casi 50 litros de
gaseosas y 18 litros de leche al año. El Comercio. Obtenido de
http://www.elcomercio.com/datos/ecuador-gaseosa-leche-data-impuestos.html