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Tesis Platos Preparados

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Tesis Platos Preparados Departamento de Ciencia, Tecnología y Universidad EL MERCADO DE PLATOS PREPARADOS DE CARNE DE CORDERO FELICIANO, D. ALBISU, L.M. Documento de Trabajo 2004/03 CENTRO DE INVESTIGACIÓN Y TECNOLOGÍA AGROALIMENTARIA DE ARAGÓN (CITA) Avda. Montañana, 930 Teléfono: 976716305 50059 ZARAGOZA Fax: 976716335 Agradecimientos A lo largo de este trabajo he recibido la ayuda y el apoyo de numerosas personas y entidades a las que quiero mostrar mi más sincero agradecimiento: En primer lugar quiero agradecer al Doctor Ingeniero Luis Miguel Albisu por la dirección de este trabajo, así como por su continua ayuda, ánimo y apoyo, aportando interesantes comentarios y discusiones sobre todos los aspectos relacionados con el trabajo. A la empresa Pastores - Grupo Cooperativo, por su colaboración y contribución. A las a siguientes asociaciones: Asociación de Consumidores Torre Ramona, Asociación de Amas de Casa César Augusta, Asociación de Consumidores ARACO, Asociación de Amas de Casa, Consumidores y Usuarios Altoaragón, por su amable colaboración. Al Instituto Agronómico Mediterráneo de Zaragoza por la posibilidad que me han brindado para continuar mi formación profesional. A los funcionarios del CITA-DGA, IAMZ y EEAD-CSIC que, sacrificando su tiempo libre, amablemente colaboraron en los distintos experimentos realizados. A Olfa Zarrouk, por la paciencia, por el apoyo y cariño en los momentos de mayor cansancio. A mis compañeros y el personal de la Unidad de Economía Agraria y a todas las personas que no han sido nombradas, pero que por un motivo u otro ayudaron a llevar a cabo el presente trabajo así como por su apoyo moral. Finalmente, deseo agradecer de forma especial a mi familia por todo el apoyo que siempre me han dado. Resumen En los últimos años asistimos en España a un crecimiento bastante rápido del mercado de platos preparados. Este desarrollo es debido a un cambio progresivo en las pautas de consumo alimentario, donde los alimentos que aportan más conveniencia empiezan a tener un avance significativo. El sector ovino apuesta por seguir estas nuevas tendencias, buscando productos que aporten más conveniencia al consumidor. Los principales y más dinámicos operadores del sector ovino están trabajando por una radical transformación de la canal. En este marco, el objetivo del presente trabajo es el análisis de la aceptación de una gama de platos preparados de carne de cordero por parte del consumidor de Zaragoza. El estudio se ha iniciado con un análisis descriptivo del mercado de platos preparados en España, Francia y Gran Bretaña a partir de información secundaria recogida de diversas fuentes bibliográficas, principalmente en Internet, en el caso específico de los mercados francés y británico. En España se ha tomado información de los lineales de la distribución en Zaragoza. El paso siguiente ha sido la realización de un recorrido de los lineales de ventas de cadenas de distribución. Posteriormente se han realizado sendas encuestas a consumidores, antes y después de probar los platos preparados. Finalmente, se ha llevado a cabo entrevistas a un grupo de mujeres para conocer con más precisión algunos aspectos relacionados con el posicionamiento del producto en los lineales de la distribución y la presentación del producto. Mediante una análisis conjunto se ha medido la importancia relativa de cada uno de los atributos claves para la caracterización del producto y se ha determinado una combinación preferida, así como la participación de cada atributo en la valoración total del producto. El estudio de la aceptación de los nuevos platos preparados de carne de cordero, muestra que el tipo de pieza y el número de raciones son los atributos que más contribuyen a la formación de la utilidad total del producto. El producto ideal es un plato de paletilla de cordero asado, acompañado de cebolla y pimiento en formato de dos raciones. Los encuestados compran platos preparados esencialmente por una cuestión de comodidad o para hacer frente a imprevistos, cuando es necesario tener una comida rápidamente. La mayoría de los consumidores encuestados considera que los platos preparados, en la generalidad de los casos, están mal confeccionados e incluyen conservantes en sus ingredientes. Afirman no tener dificultades en encontrarlos en el establecimiento donde suelen hacer sus compras, sin embargo, la mayoría desconoce los precios de venta. Palabras clave: platos preparados, carne de cordero, análisis conjunto. Índice Introducción................................................................................................................1 1 El mercado de platos preparados .................................................................................3 1.1 El mercado de platos preparados en España.............................................................5 1.1.1 Segmento de platos preparados congelados........................................................6 1.1.2 Segmento de platos preparados esterilizados .................................................... 10 1.1.3 Segmento de platos preparados refrigerados..................................................... 11 1.1.4 Segmento de platos preparados deshidratados .................................................. 12 1.1.5 El mercado de platos preparados de carne en Zaragoza...................................... 13 1.1.5.1 Segmento de platos preparados de carne en conserva ................................. 13 1.1.5.2 Segmento de platos preparados de carne refrigerados ................................. 22 1.1.5.3 Síntesis................................................................................................. 26 1.1.6 El mercado de platos preparados de carne de cordero en España ......................... 31 1.2 El mercado de platos preparados en Francia........................................................... 31 1.2.1 El mercado de platos preparados de carne de cordero en Francia ......................... 32 1.2.1.1 Segmento de platos preparados refrigerados .............................................. 32 1.2.1.2 Segmento de platos preparados deshidratados ........................................... 33 1.2.1.3 Segmento de platos preparados en conservas............................................. 33 1.2.1.4 Síntesis................................................................................................. 38 1.3 El mercado de platos preparados en Gran Bretaña .................................................. 43 1.3.1 El mercado de platos preparados de carne de cordero en Gran Bretaña................. 48 1.3.1.1 Segmento de platos preparados refrigerados .............................................. 48 1.3.1.2 Segmento de platos preparados congelados ............................................... 50 1.3.1.3 Segmento de platos preparados en conserva .............................................. 51 1.3.1.4 Síntesis................................................................................................. 51 2 Metodología ............................................................................................................ 53 2.1 Fuentes de información ....................................................................................... 55 2.1.1 Información secundaria.................................................................................. 55 2.1.2 Información primaria ..................................................................................... 56 A) Información de los lineales ....................................................................... 56 B) Encuesta a consumidores ......................................................................... 56 B.1) El muestreo...................................................................................... 56 B.2) Tipo de cuestionario........................................................................... 57 B.3) Ejecución de la encuesta .................................................................... 59 B.4) Tratamiento de la información............................................................. 59 C) Encuesta a consumidores con degustación.................................................. 62 C.1) El muestreo...................................................................................... 62 C.2) Tipo de cuestionario .......................................................................... 63 C.3) Ejecución de la encuesta .................................................................... 63 C.4) Tratamiento de la información............................................................. 63 D) Entrevista colectiva (focus group) ............................................................. 64 3 Resultados.............................................................................................................. 65 3.1 Análisis de la encuesta a consumidores ................................................................. 67 3.1.1 Características sociodemográficas.................................................................... 67 3.1.2 Hábitos de consumo ...................................................................................... 68 3.1.3 Actitudes y opiniones en relación a los platos preparados.................................... 74 3.1.4 Utilidades e importancia relativa de los atributos en la decisión de compra de platos preparados de carne de cordero .................................................................... 88 3.1.5 Segmentación de los consumidores según las utilidad asignadas a cada nivel de los atributos. ..................................................................................................
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