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viernes, 6 de julio de 2012

Encuesta de Segmentación para el Toyota Prius en Colombia


Después de realizar la presentación del primer taller de segmentación, se determinó que la encuesta realizada para determinar los segmentos contenía algunas inconsistencias y faltantes. La encuesta para la segmentación debía contener preguntas AIOS (actividades, intereses y opiniones) para poder así dirigir nuestra estrategia de mercadeo a la hora de lanzar nuestro producto el Toyota Prius en Colombia. La siguiente es la encuesta realizada a 20 personas para así determinar los segmentos de interés.



GERENCIA DE MERCADEO
Encuesta de Segmentación

PROFESOR Carlos Andres Trujillo



Beatriz Estrada De Nova
Carolina de los Ángeles  Martínez
Oscar Eduardo Teatino
 Héctor Samir Rodríguez


 SEÑALE CON UN NUMERO  LA RESPUESTA DE SU PREFERENCIA

 CONDICIONES DEMOGRÁFICAS              
                                                                                                                                                                                                                                                                                                      
1             Su vivienda se ubica en el estrato                                                                                      
a)                  Dos                                                                                                                                                     
b)                 Tres                                                                                                                                                    
c)                  Cuatro                                                                                                                                               
d)                 Cinco                                                                                                                                                  
e)                 Seis               
                                                                                                                                                    
2             Edad                                                                                                                                         
a)                  ¿Cuántos años tiene?    
                                                                                                                            
3             Sexo                                                                                                                                                               
a)                  Femenino                                                                                                                                                        
b)                 Masculino      
                                                                                                                                                 
4             Estado Civil                                                                                                                                                   
a)                  Casado                                                                                                                                              
b)                 Soltero                                                                                                                                              
c)                  Otro                                                                                                                                                                                   
  
5             Nivel educativo                                                                                                                                                
a)                  Primaria                                                                                                                                                            
b)                 Secundaria                                                                                                                                                      
c)                  Técnico                                                                                                                                                             
d)                 Universitario            
                                                                                                                                     
6             Ocupación                                                                                                                                                       
a)                  Empleado                                                                                                                                                        
b)                 Independiente                                                                                                                                              
c)                  hogar/pensionado                                                                                                                                                      
d)                 Desempleado          
                                                                                                                                                    
7             Ingresos                                                                                                                                                           
a)                  ¿De cuánto es su ingreso mensual (en millones de pesos)?                                                                                                                                     
                                                                                                                                                            
                INTERESES Y ACTIVIDADES    
                                                                                                                                                                                                                                                                
1                    ¿Cuál es su pasatiempo favorito?                                                                                              
a)                  Deporte                                                                                                                                            
b)                 Lectura                                                                                                                                              
c)                  Viajar                                                                                                                                                 
d)                 Familia                                                                                                                                               
e)                 Compras            
                                                                                                                                            
2                    ¿Con que género literario se identifica?                                                                                                                          
a)                  Lirico ( poemas)                                                                                                                                                            
b)                 Narrativo (Cuentos y novelas)                                                                                                                                
c)                  Dramatico ( tragedia y drama)                                                                                                                                
d)                 Didactico (Ensenanza)  
                                                                                                                                                              
3             Defina su nivel de actividad de 1 a 5 de acuerdo con la cantidad de tiempo que permanece en ocupación. Donde muy ocupado = nivel 5 (ocupación de más de 10 horas)  Desocupado  = nivel 1 (ocupación menor de 2 horas)

                             

4             ¿Su decisión de compra está orientada prioritariamente por?:                                                                                                                                                            
a)                  La apariencia                                                                                                                                                  
b)                 El gusto                                                                                                                                                             
c)                  El olfato                                                                                                                                                            
d)                 El tacto                                                                                                                                              
e)                 Los sonidos      
                                                                                                                                                              
5             ¿Con cuál de los siguientes lugares se identifica usted cuando piensa en vacaciones?                                                                                                                                                            
a)                  Playa                                                                                                                                                  
b)                 Bosque                                                                                                                                                             
c)                  Montaña                                                                                                                                                          
d)                 Nieve                                                                                                                                                 
e)                 Selva                                                                                                                                                  
                                                                                                                                                                            
ACTITUD HACIA EL PRODUCTO    
                                                                                                                                                                                                                                                                                                                                      
1                    ¿tiene vehículo particular?                                                                                                                          
a)                  si                                                                                                                                                          
b)                 no          
                                                                                                                                                           
2             Tipo de Vehículo                                                                                                                                                         
a)                  Sedan                                                                                                                                                
b)                 Coupe                                                                                                                                               
c)                  Camioneta                                                                                                                                                      
d)                 Van                                                                                                                                                     
e)                 Hatchback              
                                                                                                                                                        
3             ¿Con quién viaja usted en su vehículo?                                                                                                                            
a)                  ¿Quién lo acompaña cotidianamente en el uso de su vehículo (Ejem Esposa/o, Hijos, amigos, etc)?  
                                                                                                                                               
4             ¿El uso del vehículo  está relacionado con actividades?                                                             
a)                  Laborales                                                                                                                                                         
b)                 Recreativas                                                                                                                                                     
c)                  Domesticas                                                                                                                                                     
d)                 Todas las anteriores                       
                                                                                                            
5             ¿Con que frecuencia cambia usted de vehiculo?                                                                                          
a)                  Escriba el tiempo en años, que usted tarda para el cambio de vehículo    
                                                                                                                                        
6             ¿Cuándo elige un vehículo lo más importante es?:                                                                                     
a)                  (Ejemplo: consumo, confort, color, diseño, seguridad etc.)                  
                                                                                                                                                                                                                                                
7             Si tuviera que elegir una marca de automóvil ¿por cuál de las siguientes optaría usted?
a)                  Chevrolet                                          
b)                 Renault                                              
c)                  Mitsubishi         
d)                 Toyota                                                
e)                 ninguna de las anteriores                      
                                                                                                                  
8             ¿Sabe usted qué es el automóvil eléctrico?                                                                                                                   
a)                  si                                                                                                                                                          
b)                 no                                                                                                                                                       
                                                                                                                                                                            
Para su información, un vehículo eléctrico es un vehículo de combustible alternativo impulsado por uno o más motores eléctricos.    
                                                                                                                                                                                                                   
9             ¿Sabe usted qué es el automóvil híbrido?                                                                                                                      
a)                  si                                                                                                                                                          
b)                 no 
                                                                                                                                                                                                                                                                                                                                  
Para su información: Un vehículo híbrido es aquel que alterna un motor de combustión interna (Gasolina-Diesel), con un motor eléctrico, dando un rendimiento de más de 100 Kms por Galón.     
                                                                                                                                                                                                                       
10           ¿Estaría usted interesado en adquirir el vehículo hibrido?                                                                       
a)                  Muy interesado                                                                                                                                                            
b)                 Interesado                                                                                                                                                      
c)                  No interesado                                                                                                                                               
d)                 Indiferente                          
                                                                                                                          
11           ¿Estaría dispuesto a pagar más por un vehículo hibrido?                                                                          
a)                  si                                                                                                                                                          
b)                 no                         
                                                                                                                                             
12           ¿Cuál es su presupuesto en la compra de un vehículo híbrido?                                            
a)                  Cuantifíquelo con un valor en millones de pesos     
                                                                                                                                                                                                                                                                  
                Muchas Gracias!!!                                                                                                                                                      

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