Capítulo 8. Métodos de investigación en comunicación organizacional.

Instrumento

Posicionamiento Empacador San Marcos

Objetivo de la Investigación:

Conocer el posicionamiento actual de la Empacadora San Marcos, sus principales competencias mediante el método cuantitativo, utilizando la técnica de “encuesta” como instrumento y con base en los resultados proponer una estrategia de comunicación para que la empresa pueda mejorar su posicionamiento y que la gente se sienta identificada con los productos de la misma.

Objetivo General:

Conocer mediante los resultados las preferencias de la gente en la Ciudad de Puebla respecto a la presentación, precio, calidad y confianza, de los productos de chiles enlatados, con base en los resultados se elaborara una estrategia para mejorar la posición de la empresa dentro del gusto del público Poblano.

El propósito de la siguiente encuesta es analizar el posicionamiento de las principales marcas de enlatados en el mercado poblano.

Subraya o contesta respectivamente las siguientes preguntas.

Encuesta

1. ¿Selecciona la marca de enlatados que consumes con mayor frecuencia?

A) San Marcos B) La Morena C) La Costeña D) Herdez E) Otra

2. ¿Porque consumes esa marca de enlatados?

A) Precio/Promociones B) Calidad C) Presentación D) Tradición Familiar E) Lo encuentro más fácilmente

3. ¿Cómo te enteras de los productos y promociones de esta marca?

A) Internet B) Muestras en los supermercados C) T.V D) Radio E) Espectaculares

4. ¿Con que frecuencia consumes enlatados semanalmente?

A) Nunca B) Ocasionalmente C) Frecuentemente D) Diario

5. ¿En dónde compras con mayor frecuencia los enlatados?

A) Supermercado B) Tiendas de abarrotes C) Mercado D) Tiendas de conveniencia

6. ¿Qué otra marca de enlatados has probado?

A) San Marcos B) La Morena C) La Costeña D) Herdez C) Otra

7. ¿Conoces Empacadora San Marcos?

A) Si B) No

8. ¿Conoces la diversidad de productos que ofrece Empacadora San Marcos?

A) Si B) No

9. Subraya los productos de Empacadora San Marcos que conoces.

A) Chiles B) Frijoles C) Frutas y Verduras D) Salsas E) Vinagre

10. ¿Sabías que chiles San Marcos gano el premio al mejor sabor del año 2015?

A) Si B) No

11. ¿Qué considerarías para cambiar tus preferencias de consumo a otra empresa de enlatados?

__________________________________________________________________________________________________________________________________________________

_________________________________________________________________________.

12. ¿Conoces la campaña publicitaria de Empacadora San Marcos?

A) Si B) No C) No la conozco

13. ¿Sabías que Empacadora San Marcos tiene más de 50 años con altos estándares de calidad?

A) Si B) No C) No la conozco

14. ¿Te identificas con alguna marca de enlatados?, ¿Cuál?

_________________________________________________________________________.

15. ¿Por qué te identificas con esa marca de enlatados?

___________________________________________________________________________________________________________________________________________________________________________________________________________________________.

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aspectratio="f"></o:lock> <w:wrap type="through" anchorx="margin"></w:wrap> </v:shape><![endif][if !vml][endif]Conteo de datos y graficas de pastel con porcentajes.