Análise do valor engadido dun novo envase no mercado de azucre e a súa influencia na disposición a pagar
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No ano 2007 a empresa Azucarera lanzou con éxito un novo envase de azucre co obxecto de mellorar a diferenciación do produto. Doce anos despois de sacar o novo produto preténdese analizar cal é a valoración dos atributos do envase que lle engaden valor, a intención de compra e a disposición a pagar un sobreprezo polo novo envase fronte ao envase orixinal. A partir do coñecemento obtido tras o lanzamento do produto, este estudo analiza, ademais do punto de vista do consumidor, o do fabricante do envase, o do distribuidor e mais o da empresa produtora do azucre. Os resultados revelan que o consumidor está disposto a pagar un sobreprezo fronte ao envase tradicional, ademais de valorar significativamente as principais calidades do envase como son a funcionalidade, a hermeticidade e a hixiene.
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