El renacer de las frutas : una investigación de mercadeo para conocer las actitudes frente a las frutas deshidratadas en Medellín

Abstract

This research stems from a personal initiative, which, thanks to contact with the fruit sector in southwestern Antioquia, has become a dehydrated fruit business. The world market for dehydrated fruits has been growing, a trend that in Colombia has been affected by the pandemic, but which is expected to recover the world trend in the coming years. Based on this market dynamic, this research will focus on attitudes towards the consumption of dehydrated fruits, from the perspective of packaging and the value perceived by the consumer. To achieve this, quantitative research will be carried out, through online surveys of men and women between 26 and 41 years of age, from neighborhoods with N.S.E. (Socio-Economic Level) 5 and 6 in the city of Medellin.