Palabras clave
Leche de cabra en polvo
preferencia del consumidor
análisis conjunto
Cómo citar
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
Citas
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