Qualitative research techniques are an interesting approach to try to understand consumer perceptions
and behavior in food purchase. Within this concept, projective techniques are one of the methods which
show an increasing use for marketing research and consumer behavior, given their potential both to
overcome communication barriers with the surveyees and to deepen into aspects of their experience
that can be studied with difficulties otherwise.
This study used two projective techniques, word association and completion of sentences, to analyze
the perceptions of Spanish consumers towards fruits from Ecuador, obtaining information that will improve the marketability of these products. Data were obtained through 147 personal interviews conducted
in three Spanish cities during April-May 2012.
Results from both methodologies showed that fruits from Ecuador are generally valued by consumers
as an exotic source food, with good quality and good appearance. However, there are also negative
concepts that have emerged in the study, as their consideration as expensive products, the preference
for Spanish product in the case of the banana and especially the ignorance of consumers towards the
Ecuadorian products, the way to identify them and their purchasing locations.
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