Resumen

REYNOLDS MEJIA, Luis Alberto. Perceptions and preferences of consumers of fresh hearts of Palm. Case: union of associations of producers of seedlings and hearts of Palm. Perspectivas [online]. 2013, n.32, pp.57-100. ISSN 1994-3733.

The objective of this research is to examine the perceptions and consumer preferences in the market fresh palm of Cochabamba, a product that is related to entrepreneurship Union de Productores de Plantines y Palmito (UNAPPAL). The methodology has a range of cross sectional studies based on qualitative and quantitative. The analysis of data on board the research problem using appropriate statistical techniques such as: univariate, bivariate, and multivariate analysis. Joint analysis was applied and the method PREFMAP metric, consisting of: principal component analysis, cluster analysis and cartographic design preferences. These tests were applied to a random sample of 384 consumere of palm fresh outlets for the product. The results allowed to know the profile of consumer information on consumer products including palm acquiring atttibutes and consumer preferences on that vegetable. This study provided further insights into consumer behavior of fresh hearts of palm, the need to improve the quality of Ufe for health, has led to an evolution of the attitude of spending by individuals, expressed in a consumer profile with new needs influenced internal and external factors. New products are characterized as food, has renewed somehow the consumer basket, while keeping a diet based on traditional and regional. In this sense, new products adapted to the home table in order to optimize feed.

Palabras clave : Marketing; perceptions; preferences; PREFMAP.

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