Investigación exploratoria para evaluar la aceptación del café artesanal: café de los montes

Abstract

Café de los Montes isanartisan 100% Colombiancoffeecomingfrom La Manuela farm in Marquetalia, Caldas. The brand was launched in 2013 in a very intuitive way and with regional coverage without market research that takes into account competition, tastes and preferences of the consumer. Additionally the product has been marketed without marketing strategies focused on the construction of a brand image. Currently, the Montes family, the brand proprietary, wants to launch Café de los Montes at national level.To carry out this challenge successfully it is required to give the first step through a process of market research that will allow a comprehensive assessment of the product by identifying their strengths, weaknesses, perceptions, level of acceptance and purchaseintention, among others, in order to design and implement corrective actions and an efficient strategy of marketing and sales. The market research project will require two phases of research: a first phase of qualitative or exploratory research and a conclusive phase by means of a quantitative research that would be done with a sample of consumers representative of Colombia.