Segmentación del mercado de carne caprina en la ciudad de Río Cuarto, Córdoba.

The objectives of this investigation were to segment the goat meat market and characterize the profile of the consumer of Rio Cuarto city, in the province of Córdoba. A representative sample of consumers was taken and four segments were determinate by the cluster technique, no hierarchical method (K-means). A percentage of 93% of well classified cases was verify by the discriminate analysis. The profile of the segments was obtained using the contingency analysis and this allowed to determine different marketing strategies to promote the goat meat consumption. For the first segment, or "consumers" group, the supply of the "product" in the market would be reinforcing. For the second segment, are more important the "place" features in the traditional meat shops. For the third segment, the most important features are those related with the "price"; and for the forth segment are the "promotion" ones, in order to change the perception of the "no consumers". [ABSTRACT FROM AUTHOR]