Subjects
53 Ciencias económicas
5304 Actividad económica
530402 Distribución
5311 Organización y dirección de empresas
531106 Estudios de mercado
Diagnóstico sobre la implantación de los productos ecológicos envasados en los principales retailers españoles
Abstract
En
los
últimos
años,
el
mercado
de
productos
ecológicos
global
se
encuentra
en
constante
crecimiento.
Comparativamente,
en
España
este
tipo
de
productos
no
ha
conseguido
calar
dentro
de
los
hábitos
de
consumo
de
la
sociedad,
adquiriendo
un
papel
de
nicho,
principalmente
a
causa
de
la
distribución.
Este
trabajo
realiza
un
diagnóstico
sobre
el
rol
actual
de
los
productos
ecológicos,
el
arquetipo
de
consumidor
de
los
mismos,
así
como
un
análisis
de
su
distribución
convencional
actual
en
los
principales
retailers
del
país.
Todo
esto
con
el
objetivo
de
poder
identificar,
desde
la
perspectiva
de
la
distribución,
puntos
de
mejora
que
estén
dificultando
actualmente
el
desarrollo
de
este
mercado,
muchos
de
ellos
teniendo
que
ver
con
la
visibilidad
en
el
punto
de
venta
(PLV,
estrategias
de
implantación
etc).
Finalmente
este
trabajo
establece
una
categorización
de
los
retailers
en
el
mercado
español
en
función
de
la
implicación
de
los
mismos
hacia
este
tipo
de
productos,
relacionándolos
con
los
hábitos
actuales
de
consumidores
ecológicos.
In the last few years, at a global scale, the market for organic products has been on a constant rise. Comparatively, in Spain these kind of products have not had a big impact on the consuming habits of society, getting a role of niche distribution. This project does a diagnostic of the role of ecological products, the archetype of the consumer of the product, as well as an analysis of the conventional distribution of the main retailers in the country. With the objective of being able to identify, from the perspective of the distribution, improvement points that are currently making it harder for the development of the market, a lot of them having to do with the visibility at the point of sale (PLV, implementation strategies, etc.) finally this project establishes a categorization of the retailers in the Spanish market in function of the implementation of this towards the type of product, relating them to the habits of the current ecological consumers
In the last few years, at a global scale, the market for organic products has been on a constant rise. Comparatively, in Spain these kind of products have not had a big impact on the consuming habits of society, getting a role of niche distribution. This project does a diagnostic of the role of ecological products, the archetype of the consumer of the product, as well as an analysis of the conventional distribution of the main retailers in the country. With the objective of being able to identify, from the perspective of the distribution, improvement points that are currently making it harder for the development of the market, a lot of them having to do with the visibility at the point of sale (PLV, implementation strategies, etc.) finally this project establishes a categorization of the retailers in the Spanish market in function of the implementation of this towards the type of product, relating them to the habits of the current ecological consumers
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Orgánico, Ecológico, Gran distribución, Punto de venta, Retailers, Mercado español, Organic, Fast moving consumer goods, Retailers, Spanish market
URI / Handle
http://hdl.handle.net/11531/15797Rights
Attribution-NonCommercial-NoDerivs 3.0 United States