Proyecto de Investigación de Mercados - Parte 2

 

QPDSKH\D LK CB_KX\CJMHCDB LK IKPHMLD QMP\K 0

Nmrkb \mtcmbm Mrcms @kri÷lkz Nkeey Mekgmblrm Pmiérkz _ceem Euly Mblrkm Pdgms @mutcstm Mjdstd 01=6. Xkrvchcd Bmhcdbme lk Mprkblczmgk XKBM Jkstcøb lk ikrhmlds (=??:3?6)

 

CB\PDL[HHCDB

Iklcmbtk ub kstulcd lk ikrhmld, sk prktkblk lktkricbmr em lke pdsc`ceclml lkskhtdr cipekikbtmr ubm bukvm odrim lk lcstrc`uhcøb lk echdrks m`mrhmbld ke 31% pmés kb ke lk echdrks. Kstd sk trmluhk kb hmeclml y prkhcd hdipktctcvd, hdipktctcvd, quk cbheuy cbheuykk em lcstrc`uhcøb lcstrc`uhcøb hdid prdhksd  prcbhcpme, ke hume rkquckrk lke usd lk fkrrmickbtms lk trmbspdrtk y skrvchcd. Kb rkemhcøb me kstulcd lk ikrhmld, kstk scrvk pmrm hdbdhkr ke bchfd m pkbktrmr, lk tme imbkrm quk me ocbme sk hdbstctuym kb ub kekikbtd pmrm em tdim lk lkhcscdbks.

LCMJBDX\CHD XD@PK KE QPD@EKIM D@GK\D LK KX\[LCD LCX\PC@[CLDPM LK ECHDPKX LCHDP 

Qmrm pdlkr lcmjbdstchmr bukstrd prd`ekim lk kstulcd lk`kids odriuemr eds cblchmldrks quk eds hdbstctuykb y sd`rk eds humeks sk oublmikbtmrí em odriuemhcøb lk d`gktcvds y mehmbhks lk em cbvkstcjmhcøb lk bukstrd prdykhtd LCX\PC@[CLDPM LK ECHDPKX LCHDP, ems vmrcm`eks sk kbhukbtrmb kb eds sébtdims y ems hmusms prkhcsmlms kb ke lcmjbøstchd. \k \kbc bckb kbld ld kb hu hukb kbtm tm ed mb mbtk tkrc rcdr dr,, em lksh lkshrc rcph phcø cøbb lk lkee d` d`gk gktd td lk ks kstu tulc lcd, d, pm pmrt rtkk lk em clkb clkbtc tcoc ochm hmhc hcøb øb y lksh lkshrc rcph phcø cøbb lk ed edss sé sébt btdi dims ms d` d`sk skrv rvml mlds ds y qu qukk sd sdbb rk rkek ekvm vmbt btks ks,, rkemhcdbíbldeds kstrkhfmikbtk hdb ems hmusms quk eds prdluhkb. Ks cipdrtmbtk lkstmhmr quk, kb em lkshrcphcøb lke d`gktd kb kstulcd, puklk vcseui`rmrsk ke kstm`ekhcickbtd lk eds eéictks lke d`gktd lk cbvkstcjmhcøb kb tãricbds lk kspmhcd, tckipd y ubcvkrsd. 

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rk rkok okrk rkbh bhcm cm me ír írkm km jkdj jkdjrí ríoc ochm hm (h (hdb dbtk tkxt xtd) d) ld ldbl blkk sk rk rkme mecz czmm em cbvkstcjmhcøb (drjmbczmhcøb, cbstctuhcøb kluhmtcvm, hdiubclml, rkjcøb, hculml, pmés)   \ckipd7  Fmhk rkokrkbhcm m eds pkrcdlds d omsks lurmbtk ems humeks sk rkmeczm em cbvkstcjmhcøb.   [bcvkrsd7 Hdbs Hdbstc tctu tuyk yk ke íi`c íi`ctd td lk lkid idjr jrío íoch chdd sd sd`r `rkk ke hu hume me sk rk rkme mecz czmr mríí em cbvkstcjmhcøb, hdb ke prdpøsctd lk clkbtcochmr fkhfds d okbøikbds quk ed hmrmhtkrczmb, y m eds eds hume humeks ks sk mpech mpechmrí mríbb me mejub jubms ms tã tãhb hbch chms ms kb em rk rkhde hdekh khhc hcøb øb lk em cb cbodr odrim imhc hcøb øb (kbhukstms, kbtrkvcstms, kbtrk dtrds).  

Kspmhcd7 Fmhk Fmhk

 

H[MLPD LCMJBØX\CHD QMPM EM LKXHPCQHCØB LK B[KX\PD D@GK\D LK KX\[LCD LCX\PC@[CLDPM LK ECHDPKX LCHDP 

=. Xébtdims

0. Hmusms

8. Qrdbøstchd

Fkhfds d sctumhcdbks quk quk sk d`sk d`skrv rvmb mb me mbmeczmr ke d`gktd lk cbvkstcjmhcøb.

Fkhfds d sc sctu tumh mhcd cdbk bkss quk sk  prdluhkb pdr em kx kxccst stkb kbhc hcmm lk eds sébtdims clkbtcochmlds kb =.

Xctumhcdb dbkks quk  puklkb lmrsk sc sk scjukb prkskbtmbld prkskbtmbld eds,sébtdims clkbtcochmlds kb = y sus hmusms kb 0.

pdlkids kbhdbtrmr lcvkrsds b÷ikrds lk kstm`ekhcickbtd merklkldr lk em huclml, mlkiís lk keed sk puklkb kbhdbtrmr kb lcvkrsms prkskbtmhcdbks y prkhcds. Ke ikrhmld ks hmlm vkz iís hdipktctcvd ks pdr keed quk lk`kids cipekikbtmr em ikgdr odrim lk lcstrc`ucr bukstrds prdluhtds. Msdhcmld m ed mbtkrcdr em cbvkstcjmhcøb `ushm lksmrrdeemr ubm hmpmhclml lk `÷squklm y skekhhcøb lk clkms lk bkjdhcds, msé hdid em kem`drmhcøb lk ub kstulcd lk ikrhmld hdid cbstruikbtd prkvcd lk pembcochmhcøb y mbíecscs pmrm ke skr eds Lcstrc`ucldrks lk Echdr iís cipdrtmbtk lk bukstrd pmés.

D@GK\C_D JKBKPME LKE KX\[LCD Kem`drmr ub kstulcd lk ikrhmld pmrm em vcm`ceclml lk cbhrkikbtmr em LCX\PC@[HCDB lk echdrks m bcvke pmés kstm`ekhckbld kxhkekbtk skrvchcd, y huipecickbtd hdb em kbtrkjm.

(Qmrtk lk Mekgm ‘ D`gktcvds kspkhéochds fmstm oukbtks lk cbodrimhcøb)

 

\ÃHBCHMX K CBX\P[IKB\DX LK PKHDEKHHCØB LK CBODPIMHCØB.

 

Em tãhbchm rkprkskbtm em odrim hdid ke cbvkstcjmldr prdhklkrí m rkhdjkr d rkhdekhtmr em cbodrimhcøb bkhksmrcm pmrm lmr rkspukstm m su d`gktcvd lk kstulcd kb kstk hmsd hdb Lchdr skrí cblmjmr hume ks ke ikrhmld pdtkbhcme pmrm ke echdr y kstm`ekhkr huíe ks ke iís hdbvkbckbtk. Pkspdblkr m em prkjubtm ´Høid4 

Ems tãhbchms lk rkhdekhhcøb quk pdlkids cipekikbtmr kb kstk prdykhtd sdb ems scjuckbtks7   

D`skrvmhcøb7 Lcrkhtm, ldhuikbtme d `c`ecdjríochm. Kbhukstm7 Ikbdr prdoublclml lk cbodrimhcøb suicbcstrmlm. Kbtrkvcstm7 Imydr prdoublclml lk cbodrimhcøb suicbcstrmlm.

Eds cbstruikbtds lk rkhdekhhcøb hdbstctuykb eds iklcds, quk utceczm ke cbvkstcjmldr, pmrm rkhdjkr d rkhdekhtmr em cbodrimhcøb bkhksmrcm pmrm lmr rkspukstm m su d`gktcvd lk kstulcd. Pkspdblkr m em prkjubtm ´Hdb quk4 

Eds cbstruikbtds quk pdlkids utceczmr pmrm em rkhdekhhcøb sdb eds scjuckbtks7       

Hukstcdbmrcd7 Qrkjubtms m`ckrtms, hkrrmlms d icxtms Jucdb lk kbtrkvcstm Kshmems lk kstcimhcøb Hukstcdbmrcd lk dpcbcøb Kshmems lk mhtctulks Pkjcstrds mbkhløtchds Fdgms lk hdbvkrsmhcøb

QD@EMHCØB S LKOCBCHCØB LK EM I[KX\PM.

 

Lk mhukrld me kstulcd lke Lkpmrtmikbtd Mlicbcstrmtcvd Bmhcdbme lk Kstmléstchm (LMBK) rkmeczmld kb em pd`emhcøb kb lchcki`rk lke 01=: kb Hdedi`cm, sk prkskbtm m hdbtcbumhcøb em  pd`emhcøb d`gktcvd. 

Qd`emhcøb d`gktcvd7 -Kstm`ekhcickbtds lk hdikrhcd. \dlds eds kstm`ekhcickbtds u`chmlds kb 8= hculmlks hmpctmeks lk lkpmrtmikbtd, y quk vkbl vkblmb mb me p÷`echd p÷`echd `k`c `k`clms lms meh mehdføe dføechm chmss me lktme, lktme, skj÷b skj÷b em hemsco hemscochm chmhcø hcøbb lk kstm`ekhcickbtds lkocbclm kb em Kbhukstm Bmhcdbme lk Qrksupukstd lk eds Fdjmrks (kb mlk mlkemb embtk tk KBQF), KBQF), kxh kxhkpt kptumbl umbldd eds kst kstm`e m`ekhc khcick ickbtd btdss ldblk ldblk su vkbt vkbtmm tkbjm tkbjm ci cipe peéh éhct ctds ds hd hd`rd `rdss pd pdrr skrvc skrvchc hcd, d, tm tmee ks ke hm hmsd sd lk fdtke fdtkeks ks,, rk rkst stmur murmb mbtk tks, s, `m `mrks rks,, lcshdtkhms, kth. Lchfds kstm`ekhcickbt kstm`ekhcickbtds ds sk hemscochmb hemscochmb hdid7 Meimhkbks/ Meimhkbks/supkrik supkrikrhmlds rhmlds lk hmlkbm/ tckblms pdr lkpmrtmikbtd d fcpkrikrhmlds> supkrikrhmlds lk `mrrcd/ tckblm lk  `mrrcd/ hcjmrrkréms/ smesmikbtmréms y lkechmtkskb> kstm`ekhcickbtds kspkhcmeczmlds kb em vkbtm lke mrtéhued d em prkstmhcøb lke skrvchcd. -Qkrsdbms kbtrk eds =6 y 0< mýds (Pmbjd lk klmlks ldblk iís sk hdbsuik echdrks)

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[bclmlks kstmléstchms M hdbtcbumhcøb, sk lkshrc`kb ems ubclmlks lk d`skrvmhcøb, iukstrkd y mbíecscs. [bclml lk iukstrkd y d`skrvmhcøb7 -Eds kstm`ekhcickbtds ldblk ke hdbsuicldr mlquckrk `ckbks pmrm su hdbsuid, kb kstm cbvkstcjmhcøb Meimhkbks/supkrikrhmlds lk hmlkbm/ tckblms pdr lkpmrtmikbtd d fcpk fc pkri rikr krhm hmld lds> s> su supk pkri rikr krhm hmld ldss lk `m `mrr rrcd cd// tc tckb kblm lmss lk `m `mrr rrcd cd// hc hcjm jmrr rrkr krém éms/ s/ smesmi sme smikbt kbtmré mréms ms y lke lkechm chmtks tkskb> kb> kst kstm`e m`ekhc khcick ickbtd btdss kspkhcm kspkhcmecz eczmlds mlds kb em vkbtm vkbtm lke mrtéhued d em prkstmhcøb lke skrvchcd. -Lk mhukrld me kstulcd rkmeczmld pdr iklcd lk em kbhukstm, sk d`tuvd hdid rksuetmld quk ems pkrsdbms gøvkbks kbtrk ksk rmbjd lk klml hdbsuikb iís echdrks, kb su imydr pmrtk fdi`rks.

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[bclml lk mbíecscs7 @k`clms mehdføechms clkbtcochmlms m pmrtcr lke rkjcstrd smbctmrcd kxpklcld pdr CB_CIM, k cblcvclumeczmlms m trmvãs lke hølcjd LMBK hdrrkspdblckbtk.

PKHDEKHHCØB LK LM\DX.

 

Em tãhbchm utceczmlm kb em rkhdekhhcøb lk lmtds ouk pdr iklcd lk em kbhukstm, ldblk sk kvmeuø prcbhcpmeikbtk ke hdbsuid lk echdrks, tdimbld lk meeé pmrtk lk em pd`emhcøb jrmhcms me rmbjd lk klml y jãbkrd. Lk cjume imbkrm sk rkmeczø ubm kbhukstm m kstm`ekhcickbtds lk hdikrhcd. Kbhukstm clkbtcochmhcøb lk heckbtks =. ´Hu ´Huíe íe pc pckbs kbsmm ustkl ustkl quk ks eemm hkrv hkrvkzm kzm pm pmrm rm hke hkek`r k`rmr4 mr4 m. Qceskb  `. Qønkr  h. Íjucem l. \d \dlms lms em emss mbt mbtkrc krcdr drks ks 0. Kb ubm dhmscøb kspkhc kspkhcme me ´]uã tcpd llkk hkrvkzm hkrvkzm ek eemim eemim iís iís em mtkbhc mtkbhcøb4 øb4 m. BMHCD BMHCDBMEKX BMEKX (Qces (Qceskb, kb, pønkr, pønkr, íjuce íjucem, m, hheu` eu` Hdedi`cm, Hdedi`cm, rkls)  `. CIQDP\MLMX ( @ulwkcskr, Hdrdbm ) 8. ´]u ´]uãã eekk jkbkrm jkbkrm hdb hdbsui suicr cr uubm bm hhkrv krvkzm4 kzm4 m. Okechclml  `. Qemhkr  h. Orkshurm l. Mekjrém