Resumen

RICO FONTALVO, Heidy Margarita  y  PERALTA MIRANDA, Pabla Eusebia. CONSUMER BEHAVIOR TOWARDS CASSAVA PRODUCTS. Innovar [online]. 2020, vol.30, n.75, pp.9-18. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v30n75.83235.

This paper seeks to study consumer behavior towards the consumption of cassava-derived products prepared by members of the Mokana culture in the municipality of Malambo, Atlántico department, Colombia. This work presents consumers' perceptions on the consumption of products obtained from cassava and the potential of such products for commercialization through the establishment of business schemes on Mokana's economic, social and cultural development. The methodology followed a qualitative-quantitative descriptive approach, and used observations, interviews, a market test, and the application of a Likert-type survey as research techniques. The study sample was made up of 27 individuals. Results allowed to recognize important features of Mokana's economy, delving into productive processes for income generation, such as the preparation of cassava products and the formation of organizational associative structures, which allow these people to support their families and improve their quality of life. Results also highlight the potential of cassava-derived products, such as arepas, pasteles, shakes, Mokana's cassava bread and flour, for creating and supporting indigenous business units.

Palabras clave : Consumer behavior; agriculture; cassava economy; Mokana.

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