Propuesta de diseño de instrumento para categorizar los compradores de la empresa productora de jugos y zumos Prozumos s.a.s. desarrollo de prueba piloto – simulación de resultados

Abstract

His project is based on the inclusion of research marketing in SMEs, to be able to develop it in the best way in products and / or services. At present, many small and medium-sized companies are in a process of decline, do not have a branded product or can have an active participation in the market, in many cases they do not know how to innovate in their production processes, nor formulate a strategy marketing that reaches the buyers and / or consumers successfully, that does not have the knowledge or the budget to make the right decisions, taking into account that it is in many cases of expensive research and many times the expected results. Therefore, SMEs must implement the development and application of market research techniques that allow to see a clear picture for their development in the business environment, which allows them to be more competitive and achieve success. The development of research techniques that must be initiated in SMEs for greater growth and a business life more adaptable to the economic or social changes to which Colombian companies start mainly through the knowledge of marketing professionals should develop skills that apply implement appropriate and accurate methodologies so that the national industry continues to be a source of competitiveness and development.