Resumo

CONTRERAS SERRANO, Carlos Gabriel. Preference Mapping and Customer Based Innovation Applied to Potato Based Snacks Market in Colombia. Univ. Psychol. [online]. 2017, vol.16, n.3, pp.91-99. ISSN 1657-9267.  https://doi.org/10.11144/javeriana.upsy16-3.mpib.

The preference mapping is a mathematical psychology technique oriented to optimize productive process and to develop customer based innovation. The present study socialize the findings about the application of this technique in potato based snacks in Colombian market. An experimental design with 8 products, 4 with present distribution in Colombia, 2 prototypes, 1 product imported from Mexico and one product from Argentina was applied on 462 participants from Bogotá, Medellin, Cali and Barranquilla. After to check the multidimensional scaling statistical goodness of fit, the outcomes suggest that the Colombian’s preferences are mutating from fried snacks to baked snacks, thicker, crisper, and with more cortex on the edge in comparison with actual proposals in the market. The findings invite to Colombian industry to think in new productive strategies with potato farm overcoming traditional adoption barriers as the fat.

Palavras-chave : preference mapping; marketing research; innovation prototypes; customer behavior; sensation; perception.

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