Estudio de mercado sobre el consumo de pacharán en Navarra

Abstract

El pacharán forma parte de las tradiciones y costumbres de la cultura navarra desde hace generaciones, sin embargo, en los últimos diez años su demanda se ha visto reducida casi a la mitad. El presente estudio de mercado trata de realizar un análisis profundo de la demanda actual del Pacharán Navarro. Para llevarlo a cabo se ha realizado en primer lugar una investigación exploratoria y por último una investigación concluyente. En el estudio exploratorio se han realizado dos entrevistas en profundidad a profesionales del sector y analizado tres informes con el objetivo de definir el problema con mayor exactitud y determinar las variables del consumo que se deben valorar. Y en el estudio concluyente final se han realizado ciento treinta y ocho encuestas en la Cuenca de Pamplona para obtener resultados reales del comportamiento de los consumidores de la población navarra y extraer conclusiones.

Pacharán is one of the most outstanding and widespread drink in Navarre´s tradition in modern history. However, during the last decade, its demand had experienced a significant decrease almost to a half of it. The present marketing research study aims to perform a thorough analysis of the current Pacharán Navarro´s demand. Thus, an exploratory research followed by an end-point and conclusive investigation have been carried out. The exploratory research does include two in-depth interviews with market professionals of this sector as well as the analysis of three reports related to Pacharán Navarro. The previous mentioned interviews and reports will help to define the problem in a more exhaustive approach and aim to determine the consumption variables that really need to be taken into account. Moreover, the conclusive investigation includes several surveys (n=138) carried out from inhabitants of the region of Pamplona. This personal surveys will facilitate the process of obtaining real and feasible results regarding the consumer´s behaviour toward Pacharán Navarro with the final aim of obtaining relevant conclusion of the demand of this specific and traditional product.