Resumen

MERCADO ROJAS, Daniela Alejandra. Key factors that determine the introduction of sulfur-free sugar from Ingenio Sucroalcoholero Aguaí S.A. in the market of Cochabamba-Cercado. Perspectivas [online]. 2019, n.44, pp.123-142. ISSN 1994-3733.

The research is aimed at analyzing the key factors that determine the introduction of sulfur-free sugar from Ingenio Sucroalcoholero Aguaí S. A. in the market of Cochabamba - Cercado; based on an investigation on the perception of sugar consumers and the importance of offering a healthy product, since this product in the bleaching process does it without sulfur. To achieve this objective, a descriptive investigation was carried out, since it is intended to describe the behavior of the market, consumers, sellers, suppliers, needs and desires; collecting data through surveys, personal interviews. From this, making the literature review on strategic marketing that gives a feasible solution for the introduction of this new product to the Cochabamba market.

Palabras clave : Sugar; sulfur; market; consumers.

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