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Marketing research
University of Medellin
International Business
Medellin
2019
International brand acceptance of foreign Food firms in Colombia
Research problem
Colombia’s food sector has a huge impact on the country’s economy, with sales of US 21
billion approximately and 7% growth in 2018 (Zarrouki, K 2019). It is estimated that the
sector will continue to grow, reaching US 23 billion by 2020. The per capita consumption of
food in Latin America is US 572 and Colombia’s US 380, although the per capita
consumption of food in Colombia is lower than the rest of latin american countries the
scenario is favorable for investors. Like mentioned before this is a favorable scenario for
investors due to several factors as: the increasing demand of food and shopping convenience
driving a significant retail transformation and expansion, the growth of purchasing power that
revived the processed food sector riding the unstoppable wave of consumerism and the influx
of foreign players, and according to Euromonitor International imported food prices are
A foreign investor wants to enter to the food market in Colombia. Therefore, he/she needs
to know the acceptance of foreign food firms in the country. Commented [AMPL3]: Or brands…
Without this research the investor will have to decide whether to enter assuming a great
risk of failing due to not knowing the level of acceptance that foreign firms have or take a
conservative position not entering into the market and thus protect their resources.
General objective:
Identify the level of international brand acceptance of foreign food firms in Colombia. Commented [AMPL4]: ok
Specific Objectives
Research approach
Colombia, analyzing the possible scenarios to reach precise conclusions for decision making.
To analyze these data, descriptive methods are used to establish patterns, traits and
behaviors of Colombian people and have an approach to the consumer preferences towards
To realize the study will use more than one sample of the population at a specific time. Commented [AMPL7]: we will?
We will use mixed research methods including quantitative and qualitative data. Commented [AMPL8]: Thats a challenge
The quantitative techniques we use is a survey. Customers are asked to fill out a
questionnaire, answering questions about their preferences and their behaviour when buying
food as well as their attitude towards foreign food brands in general and towards the specific
brands. We also collect with this survey demographical data about our customers. Commented [AMPL9]: Where are you dooing this? Is
this a first or second step?
Commented [AMPL10]: Is this part going to help you
The qualitative technique we use is a focus group. We select eight to twelve participants of achieve objective 3?
Commented [AMPL11]: will
different age, gender, occupation so that the composition of the group mirrors the Colombian
population. In the focus group the participants will, guided by a moderator, discuss their
experiences with products from foreign food firms and explain their reasoning behind their
attitude towards foreign food brands. Commented [AMPL12]: why not interviews?
Sampling technique
As the investment of foreign food firms implies a high sum of money that would be at risk
in case of not doing a good market study, we have chosen the technique of systematic
implementation than non-probability techniques, this will be more useful since it allows us to
sample at regular intervals from the sampling frame. Systematic sampling is often more
convenient than simple random sampling, and it is easy to administer. However, it may also
lead to bias. This study must be done in a large enough size to obtain a report that provides a Commented [AMPL13]: y
Commented [AMPL14R13]: es
more accurate result of what the population thinks and feels about the survey, so that we are
Commented [AMPL15]: and which is the sampling
technique for the focus group?
able to conclude the acceptance of foreign food firms.
Source of information
Since the data for this market research is obtained through surveys conducted directly by a
selected population segment, the information obtained is considered as the primary source.
However, it is also possible to consider various statistical data as a secondary source, such as
size and growing rate of the food sector in Colombia and the development of the market
Bibliografía
methods/
beverages-industry-bogota
http://www.agr.gc.ca/eng/industry-markets-and-trade/international-agri-food-market-
intelligence/reports/sector-trend-analysis-packaged-food-trends-in-
colombia/?id=1532006561168