Estudio de mercado para medir la aceptación de jugos artesanales de maracuyá de la Badea - San Vicente.

Abstract

This research focused on a market study to measure the acceptance of artisanal passion fruit juices from La Badea, San Vicente. The objective was to conduct a market study using descriptive analysis to measure the acceptance of artisanal passion fruit juices in this community. The methods used were descriptive with a qualitative and quantitative approach and the inductive-deductive, analytical-synthetic, and historical-logical methods. The techniques used included interviews with passion fruit producers; a survey of potential customers, which yielded a reliability statistic of 0.934; and a tasting with chefs and food specialists. Regarding this, it was learned that the majority of farmers in the area face difficulties marketing their crops due to price fixing by intermediaries, as well as the tools and technical knowledge to add value to their agricultural production. The absence of natural artisanal products on the market generated a positive perception and acceptance of passion fruit juices with selected grains and nuts, opening an opportunity for innovation and diversification. Therefore, this study determines that, upon entering the market, artisanal juices could be well received by consumers due to their unique and differentiated offering, opening up opportunities for future marketing and community socioeconomic development.