Potencial del mercado para el diseño, producción y distribución de alimentos nutracéuticos desde la psicología del consumidor

Abstract

The opportunities of the market of foods nutraceuticals, from agricultural products in the Department of the Atlantic, is presented in this chapter, which discusses the purchase and consumption habits, motivations and expectations of potential consumers about these products of confectionery, nutraceutical and bio-fertilizers. Making use of the information obtained was determined marketing strategy relevant to the promotion and marketing of innovative products of confectionery nutraceutical and bio-fertilizers produced in the Department of the Atlantic. The market study is part of a project funded by Colciencias and implemented by the Group of research Innovation and Development Enterprise-GIDE. For this stage of the project are you gave a focus quantitative of type descriptive, is applied two instruments of evaluation. The first, the second, a sociodemographic questionnaire and a survey by 12 points, developed by the authors to investigate by habits of buying, motivation and expectations against nutraceutical products in three lines of products (chocolate, bakery and pastry). The instruments were applied to 400 adults in the city of Barranquilla. From the analysis, we could infer characteristics of the participants, trends and common behaviors of the potential consumers of the product, especially with regard to preference of consumption, presentation, price, quality, being less transcendent attention and recognition of the brand among other variables, as result became established the profile of the consumer and defined lines and products marketed by cooperatives.