Innova ITFIP Magazine

Analysis of the demand for quesada chocolate in different sectors of the southern area of Bogotá

Salome del Pilar López Peña

Johan Stiven Morales Aguilar

Sergio Camilo Rojas González

DOI: https://doi.org/10.54198/innova08.06

Keywords: Demand for chocolate, chocolate bars, Bogotá

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Abstract

This research study was intended to obtain relevant information about the behavior of consumers of the company CASA LUKER in the southern area of the city of Bogotá, once it identified a significant decrease in the demand for Chocolate Quesada during two consecutive periods. A study was proposed to analyze the causes of the decrease in sales of Quesada chocolate in the southern zone of Bogotá, specifically the towns of Bosa and Tunjuelito. 

A mixed and transversal case study is presented, defined on the demand for Chocolate Quesada in two stores in the southern zone of Bogotá. This fieldwork was carried out in two phases. Finally, an analysis was made of the surveys carried out in the two sectors whose population has the same socioeconomic stratum and similar characteristics, thus generating the possible solutions that would allow a greater rotation of Quesada chocolate.

It is important to highlight the fact that the majority of people surveyed were women, with 71%, stratum 2 had the most respondents with 70%, followed by stratum 1 with 17%, and the age range in which most surveys were conducted was 20-39 years. 83% of the population surveyed said they recognized Quesada chocolate and, of these, only 32% said they did not like the new presentation.

In general, the behavior of these strata is directed towards a relationship of an average price with a good chocolate flavor and with slightly low consumption, where the first stratum comes out, is this the only one that has as presence the highest price of the market and without any respondent that prefers the lowest price, to this is added the fact that its consumption is a little higher than the other strata analyzed, concluding that most people prefer a moderate consumption and an average price for chocolate.   

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