Uso del análisis conjunto para estimar preferencias   de consumo de leche de cabra en polvo en la Región    de Coquimbo Chile

Matías Arancibia Flores; Nicolás Jorquera Reyes; Marcelo Chacana Ojeda

doi:10.36792/rvu.v93i93.60

Autores/as

Matías Arancibia Flores Universidad Santo Tomás Chile
Nicolás Jorquera Reyes Universidad Santo Tomás Chile
Marcelo Chacana Ojeda Universidad Santo Tomás Chile https://orcid.org/0000-0002-2303-8509

DOI:

https://doi.org/10.36792/rvu.v93i93.60

Palabras clave:

productos agroalimentarios tradicionales, Leche de cabra en polvo, preferencia del consumidor, análisis conjunto

Resumen

Los alimentos tradicionales pueden utilizar enfoques de la ciencia del consumidor para definir segmentos de mercado y rediseñar un producto, la presente investigación tiene como propósito, identificar las preferencias de los consumidores a partir de combinaciones de atributos de la leche de cabra en polvo de la Región de Coquimbo. En este estudio se empleó la metodología de análisis conjunto con comparación por pares. Los resultados evidencian que el atributo más valorado por los consumidores encuestados fue el origen del producto 26.667 %, prefiriendo un producto nacional al internacional, seguido del contenido de grasa 26.369 %, distinguiendo la leche descremada sobre la leche entera, luego el formato del producto 24.171 %, un formato pequeño, y finalmente el precio 22.793 %, como atributo menos significativo optando al de menor costo ($15.000 CLP). Los consumidores prefirieron la variante descremada que se adapta a niños y adultos, también el tamaño de envases pequeño (450 gr) ya que es más fácil de medir y consumir

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Biografía del autor/a

Matías Arancibia Flores, Universidad Santo Tomás Chile

Magister en Gestión de la Innovación Empresarial Universidad Santo Tomás Chile, Investigador Centro de Innovación y Modelación de Negocios Universidad Santo Tomás Chile. Ruta Norte 5 Nº 1068 La Serena, Chile.

Nicolás Jorquera Reyes, Universidad Santo Tomás Chile

Magister en Innovación y Diseño Universidad Adolfo Ibáñez Chile, Investigador Centro de Innovación y Modelación de Negocios Universidad Santo Tomás Chile & Académico Escuela de Diseño Design Lab Universidad Adolfo Ibáñez Chile. Diagonal las torres 2640 Peñalolén Santiago Chile. E-mail: njorquera4@santotomas.cl ORCID: https://orcid.org/0000-0003-4717-1854

Marcelo Chacana Ojeda, Universidad Santo Tomás Chile

Doctorando Economía y Negocios Universitat Jaume I España, Director Ejecutivo Centro de Innovación y Modelación de Negocios Universidad Santo Tomás Chile, Ruta Norte 5 Nº 1068 La Serena, Chile.

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