Mercado potencial para el producto de la almojábana de la empresa Topotoropo en el barrio Las Margaritas de la localidad de Bosa.

Abstract

The baked goods and dairy manufacturing and distribution company, after identifying the need to expand its customer base, undertook comprehensive research that combined qualitative and quantitative approaches. It began by exploring previous research related to related markets in nearby areas, which provided valuable information on consumers, segmentation and customer attraction. In addition, legal and contextual aspects that impact the company as a Colombian entity were addressed. The research was carried out in the town of Bosa, specifically in the Las Margaritas neighborhood, using surveys and a focus group. The data collected was analyzed and key conclusions were obtained, including frequency of consumption, comparisons with other products, purchasing power and purchasing preferences. These conclusions guided the development of strategies with a defined budget and deadlines, allowing the company to expand effectively in the new potential market and meet the needs of consumers in the region.