Investigación de mercados para conocer la percepción que tiene el cliente de la empresa natural Indoor, ubicada en la Comuna 19 de Santiago de Cali

Abstract

The general objective in this work is to know through market research, the perception that the client has of the products of the company Natural Indoor. For to meet this objective, specific objectives aimed at analyzing the competitive market, to identify the characteristics that customers have, to identify the consumer habits of potential customers and propose strategies that improve customer perception. The type of study is exploratory and descriptive, which leads to obtain information to carry out a more complete investigation into a context in which particular. This investigation was based on primary sources such as current and potential customers of Natural Indoor, a sample of 221 people surveyed was covered and the main results show that, although there is strong competition, there is a possibility of entering the market, which corroborates with the positive perception of current and potential customers. When performing the analysis of the sector and the research they found a series of strengths for the organization that have allowed to succeed in the market of people who like wellbeing and healthy, such as customer service or the performance of products. However, it also they find weaknesses that must be worked on in order to improve current results as for example the segmentation, commercial shop, or standardize delivery prices, etc. Besides, take advantage of technological tools such as the website, social networks, etc.