{"id":4770,"date":"2019-05-15T17:34:11","date_gmt":"2019-05-15T22:34:11","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=4770"},"modified":"2019-05-16T11:48:16","modified_gmt":"2019-05-16T16:48:16","slug":"la-guayaba-la-mas-aburrida-de-las-frutas","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-guayaba-la-mas-aburrida-de-las-frutas\/","title":{"rendered":"La Guayaba: la m\u00e1s aburrida de las frutas"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong>Un esfuerzo desde el Marketing\nSensorial por rescatar la reina de la vitamina C<\/strong><\/h4>\n\n\n\n<p>La guayaba es una de\nlas frutas con mayores beneficios para la salud por su alto contenido en\nvitamina C y fibra dietaria. Sin embargo, el consumidor no la quiere. Al\nimaginarla, la descripci\u00f3n que consistentemente surge es que es vieja,\naburrida, tradicional. S\u00ed se reconocen en muchos casos que es buena para la\nsalud, pero esto se asocia inmediatamente al recuerdo de estar enfermo y la\nobligaci\u00f3n de tomar jugo de guayaba (1). Esta imagen tan triste se explica no solo por\nla experiencia con la guayaba sino tambi\u00e9n por caracter\u00edsticas organol\u00e9pticas,\nel ser astringente. Lo que los consumidores asocian a ser granulosa y al pensar\nen un jugo, lo explican como pesado o denso. Una opci\u00f3n para aumentar su\nconsumo ser\u00eda hacer modificaciones gen\u00e9ticas para disminuir o eliminar esta\ncaracter\u00edstica astringente. Pero esto eliminar\u00eda sus beneficios.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/05\/12-e1558013454125-1024x802.jpg\" alt=\"\" class=\"wp-image-4776\" width=\"268\" height=\"210\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/05\/12-e1558013454125-1024x802.jpg 1024w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/05\/12-e1558013454125-300x235.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/05\/12-e1558013454125-768x602.jpg 768w\" sizes=\"auto, (max-width: 268px) 100vw, 268px\" \/><\/figure><\/div>\n\n\n\n<p>Desde el marketing sensorial se han evaluado dos ideas que logran disminuir la percepci\u00f3n de densidad o pesadez del jugo de guayaba modificando caracter\u00edsticas del envase sin alterar los beneficios de la fruta. La primera consiste en mostrar la fruta en la parte superior del embalse, no en la parte inferior, como tradicionalmente son los dise\u00f1os de los jugos. Esta ubicaci\u00f3n superior aumenta la percepci\u00f3n de ser un jugo refrescante del jugo al tiempo que disminuye la percepci\u00f3n de densidad. La segunda idea es asegurarse que el envase contenedor del jugo tenga una textura liza, y no rugosa. Un envase pet tradicional ofrece esta textura lisa, pero deber\u00eda evitarse dise\u00f1os con protuberancias, figuras o alteraciones de dise\u00f1o en el pl\u00e1stico. La textura lisa del envase se asocia a frescura y disminuye la percepci\u00f3n de pesadez del jugo de guayaba (2).<\/p>\n\n\n\n<p>En la b\u00fasqueda de una alimentaci\u00f3n saludable, el marketing sensorial encuentra elementos que son coherentes con la experiencia del consumidor para reforzar atributos deseables de la guayaba. A\u00fan hay mucho por hacer por esta fruta para lograr que su poder nutritivo pueda llegar al consumidor de manera habitual. Queda la inquietud: \u00bfqu\u00e9 m\u00e1s puede hacer el mercadeo por fortalecer la imagen de la (super) guayaba?<\/p>\n\n\n\n<p>1. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Alonso JC, Arboleda AM, Rivera-Trivi\u00f1o\nAF, Mora DY, Tarazona R, Ordo\u00f1ez-Morales PJ. T\u00e9cnicas de investigaci\u00f3n\ncualitativa de mercados aplicadas al consumidor de fruta en fresco. Estud\nGerenciales &nbsp;2017;33(145):412\u201320. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.researchgate.net\/publication\/321629756_Tecnicas_de_investigacion_cualitativa_de_mercados_aplicadas_al_consumidor_de_fruta_en_fresco\">https:\/\/www.researchgate.net\/publication\/321629756_Tecnicas_de_investigacion_cualitativa_de_mercados_aplicadas_al_consumidor_de_fruta_en_fresco<\/a><\/p>\n\n\n\n<p>2.\n&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Arboleda AM. Perceptual Density\nof Guava Juice: The Effect of Image Location and Surface Texture. J Food Prod\nMark [Internet]. 2019;25(3):340\u201354.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.researchgate.net\/publication\/329619090_Perceptual_Density_of_Guava_Juice_The_Effect_of_Image_Location_and_Surface_Texture\">https:\/\/www.researchgate.net\/publication\/329619090_Perceptual_Density_of_Guava_Juice_The_Effect_of_Image_Location_and_Surface_Texture<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un esfuerzo desde el Marketing Sensorial por rescatar la reina de la vitamina C La guayaba es una de las frutas con mayores beneficios para la salud por su alto contenido en vitamina C y fibra dietaria. Sin embargo, el consumidor no la quiere. Al imaginarla, la descripci\u00f3n que consistentemente surge es que es vieja, [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":4775,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[60],"tags":[127,128],"class_list":["post-4770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Guayaba: la m\u00e1s aburrida de las frutas | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/la-guayaba-la-mas-aburrida-de-las-frutas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Guayaba: la m\u00e1s aburrida de las frutas | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Un esfuerzo desde el Marketing Sensorial por rescatar la reina de la vitamina C La guayaba es una de las frutas con mayores beneficios para la salud por su alto contenido en vitamina C y fibra dietaria. Sin embargo, el consumidor no la quiere. 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