Resumen de Hábitos de consumo y compra de cajeta de las amas de casa en la zona metropolitana de Guadalajara.
Isidro González, Martha Ángel, Raúl Arteaga
In order to develop it marketing information system, Dulces Providencia (A company that within its product line comprises Mexican traditional candies, and dairy products) contacted Universidad Tecnologica de Jalisco, the first attempt was a market analysis of one of the company product: Milk caramel. In a second phase it is expected to be suggested the best structure organization for organizing a marketing department.A market research was used to understand the milk caramel. Different approaches were used: exploratory research, shoppers, ad hoc research in point of sales, and focus groups with product users/non users, distributors. The above mentioned obtain particular data that provide Dulces Providencia, with sound information to make decisions regarding: product image, milk caramel consumer and distributor data, competitors, product and pricing issues
