1. By Jorge Soria National Tsing Hua University

2. List of Topics of this study Briefly Introduction The Market Critical Incidence Marketing Requirements Research Questions and Hypothesis Methodology Results Conclusions Tables and Appendix References

3. Introduction The following study was carrying out in Ecuador, South America in order to identify all the characteristics and potential niche markets for different kinds of snacks available in Taiwan.

4. The Market A country of 14 million people, Ecuador has 96 supermarkets and 10 hypermarkets that are gradually emerging as its primary retail food outlets. Most of them are located in three urban centers-- Quito, Guayaquil and Cuenca--which have a combined population of 5 million. The target market of snack foods is urban and younger.

5. Critical Incidence One of the myths that keep Ecuadorians about Chinese food in general is that everything that moves is eaten so it is possibly one of the critical points about the Ecuadorian market.

6. Marketing Distributors have developed several promotional techniques that assure snack food sales increases. One technique is to offer small samples for tasting. Another is to offer stickers or action-figure collection cards with the snacks.

7. Hypothesis H 1 : The product’s attributes are the most important influence when Ecuadorian choose snacks food. H 2 : The presentation’s attribute are the most important influence when people choose snacks. H 3 : The store’s attributes are not important influence when people choose snacks. H 4 : The most important characteristic to get inside of Ecuadorian markets are advertisement, and publicity of the snack on a very creative and funny way.

8. Conclusion In general, the soybean snack will be a great product to import from Taiwan to Ecuador, acoording of Fishbein Model (180 points) shows that 52% of possibilities to have success in introduce the product into the Ecuadorian markets in relation with the ideal maximum of the same model, which is 350 points. After analyze the obtained results we can conclude that the most important attributes that influence the decision making process at the moment to buy a SOYBEAN Cake will be the product and store’s attributes.