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

Authors

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

Keywords:

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

Abstract

Traditional foods can use consumer science approaches to define market segments and redesign a product, the purpose of this research is, identify consumer preferences from combinations of attributes of powdered goat milk from the Coquimbo Region. In this study, the joint analysis methodology with pairwise comparison was used. The results show that the attribute most valued by the consumers surveyed was the origin of the product 26,667 %, preferring national to international product, followed by fat content 26,369 %, distinguishing skim milk over whole milk, then product format 24,171 %, a small format, and finally the price 22,793 %, as a less significant attribute, opting for the lowest cost ($15,000 CLP). Consumers preferred the skim variant, which is suitable for children and adults, also the small container size (450 gr) as it is easier to measure and consume.

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Author Biographies

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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