Estudio del target objetivo de Madecentro Colombia S.A.S zona Santander
Con el propósito de conocer un mercado específico, la empresa Madecentro Colombia SAS avala el desarrollo del presente estudio para establecer el target objetivo de la compañía en la zona Santander, y de esta forma por medio de un análisis de cluster conocer la tipología de clientes, para apoyar la...
- Autores:
-
Rincon Boneth, Jonathan Jose
- Tipo de recurso:
- http://purl.org/coar/version/c_b1a7d7d4d402bcce
- Fecha de publicación:
- 2016
- Institución:
- Universidad Industrial de Santander
- Repositorio:
- Repositorio UIS
- Idioma:
- spa
- OAI Identifier:
- oai:noesis.uis.edu.co:20.500.14071/35618
- Palabra clave:
- Target Objetivo
Segmento
Cliente
Factores
Mercado
Cluster
Satisfacción
Medios
In order to know a specific market
Madecentro Colombia SAS has supported this study
to stablish the target market of the Company in the region of Santander. This way
by a cluster analysis
the client™s typology has been determined
to support the decisions making for the future strategies that are to be implemented. This is a descriptive conclusive research
based on the stages of a market research. The populations are the clients that frequently visit the stores that were chosen for this study. A poll was the instrument used to collect data
and the field work was done by the sales force at each store. The data processing was done with the SPSS® software (21th version)
together with Microsoft Excel® 2015. The frequency and hierarchy cluster analysis allowed observing the behavior of each variable
so it was possible to stablish the client™s typology This study was self-initiative that sought to help with the strategic process of the company
its positioning and its branding that has been done in the marketing department. It also provides helpful information for the marketing strategies in the region of Santander.
- Rights
- License
- Attribution-NonCommercial 4.0 International (CC BY-NC 4.0)