Definición de los niveles de penetración y cuota de mercado de marcas de mantequilla y margarina, con base en un estudio de alacena aplicado en hogares de la ciudad de Quito

摘要

The following study evaluates the market share and market penetration level of three positioned brands of butter and margarine in the ecuadorian market, through the application of a household panel. Four hypotheses are raised to evaluate preferred brands of the panel by mathematical ratios which link demand and supply of the market. The study presents the theoretical framework using the consumer behaviour theory about consumer panels and the validation of different methodologies for determining market share. The market panels were chosen from the city of Quito, targeting households of high income. Subsequently, an analysis of the situation of the Ecuadorian market of fats and oils is presented in order to justify the importance of the product category and to obtain the secondary data needed for the market research. Finally, the hypotheses about market performance of the brands are validated using primary data collected from consumer panels. The results show that the brands with the major market share and market penetration of the margarine and butter category are Bonella with 37%, Dorina with 17% and Regia with 15%.