Abstract

ARGOTE, FRANCISCO E; VILLADA, HÉCTOR S  and  ARGOTE, HERNÁN A. MARKET RESEARCH ON THE DEGREE OF ACCEPTANCE OF MEAT FROM CUY (CAVIA PORCELLUS) PRESENTATIONS SMOKED, AND BROSTER CROQUETTES IN THE CITY OF PASTO. Rev.Bio.Agro [online]. 2009, vol.7, n.1, pp.55-66. ISSN 1692-3561.

The changes of habits in the consumption of foods, insinuate products of easy preparation and opportune acquisition in supermarkets, reason for which became necessary to investigate consumers of the city of Pasto, their interest and readiness to acquire cuy, in presentations different to the traditional one. The developed objectives were valuation of the potential demand, realization of market test, determination of the participation of the cuy meat with substitutes and design of marketing strategies. The used investigation pattern was the quantitative one and it obeyed probabilistic aleatory sampling with proportional stratification. The gathering of information was carried out by means of survey. The population object of study the city of Pasto corresponded to 27.428 homes distributed in the strata, three, four, five and six. The calculated sample was of 383 observations, with a level of trust of 95% and a margin of error of 5%. The strategies were formulated with base in the marketing mixture (price, product, square, promotion and publicity). As results and conclusions it was possible to determine that the consumption of the cuy meat is occasional with quantities between one and four channels. The cuy in the moment is not sold in fame neither in supermarkets, the prices were analyzed in commercial (700 grams of roasted cuy $24.000) assayers and squares of markets (Kilo of alive cuy around $ 12.000). The percentage of participation of the cuy meat was of 3,3% of the total consumption of meats. The estimative of the potential demand for the new presentations was of: 92.158 units/year for the smoky cuy, 69.119 units/year for the one broster, and croquettes with 65.827 units/year, with pesos of 750 g and 500 g. Those interviewed preferred the smoky cuy meat.

Keywords : Acceptance; smoked; cuy meat; croquettes.

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