Resumen

SOLIZ ANTEZANA, Daniela. Profile of the consumer of the multi-active OMO detergent (case Cochabamba Bolivia). Perspectivas [online]. 2013, n.32, pp.7-38. ISSN 1994-3733.

In the detergent market, the product offering has grown considerably, and that is, over recent decades, has undergone a noteworthy evolution. This is why you should pay close attention to the concerns constantly changing and trends show consumere. For this reason, it is the need to understand the market as thoroughly as possible, and always be considered as the best option. To this end, the following research project has as main purpose, knowing the characteristics and peculiarities of Multiactive OMO consumere in Cochabamba- Cercado. To do this, it was considered useful to begin with univariate and bivariate analysis, which measures consumer properties of the product and consumer behavior analyzes. Subsequently, we use a very useful process is within the strategic marketing: market segmentation, the same that was done through the analysis of multivariate classification of clusters (cluster analysis) in three variations: hierarchical cluster analysis, cluster analysis K-means and cluster analysis in two stages. These three analyzes attractive results released, which allowed shape the representative segments found.

Palabras clave : Segmentation; market; hierarchical; k- means; bietapic; OMO Multiactivo.

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