Propuesta de Valor Innovadora Para la Incorporación de un Producto de Pastelería a Base de Banano en Estratos Medios y Altos de la Ciudad de Barranquilla
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Date
2025-03-13
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Publisher
Corporación Universitaria Minuto de Dios - UNIMINUTO
Type
Monografía
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Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
La investigación se enfocó en realizar una propuesta de valor innovadora de un producto de pastelería a base de banano en estratos medios y altos de la ciudad de Barranquilla. Se parte de la observación de una creciente demanda de productos artesanales, saludables y sostenibles, que responden a las nuevas tendencias de consumo. Los objetivos fueron desarrollar una propuesta de valor innovadora, identificar el grado de aceptación y disposición a pagar del producto. Para ello, se diseñó un estudio cuantitativo utilizando una encuesta estructurada aplicada a 211 consumidores en Barranquilla. El análisis de la información se realizó mediante técnicas estadísticas descriptivas e inferenciales, permitiendo identificar patrones en las respuestas y establecer proyecciones de precios aceptables para las versiones tradicional y vegana del producto. Los resultados revelaron una alta aceptación del postre a base de banano, con un 93.4% de disposición a probarlo, y un 65.7% de consumo ocasional de postres, lo que indica un mercado potencial. Se determinaron precios promedio de alrededor de 6500 COP para la versión tradicional y 7700 COP para la opción vegana. Además, se observó que la mayoría de los encuestados se encuentra en el rango de edad de 26 a 45 años y pertenece a los estratos 3 y 4, y que los canales de compra preferidos son panaderías y cafeterías especializadas. La propuesta demuestra viabilidad al combinar un producto innovador y saludable con precios competitivos, alineado a las tendencias de consumo actuales
The research focused on developing an innovative value proposition for a banana-based bakery product aimed at the middle and upper classes of Barranquilla. It is based on the observation of a growing demand for artisanal, healthy, and sustainable products that respond to new consumption trends. The objectives were to develop an innovative value proposition and to identify the degree of acceptance and willingness to pay for the product. To achieve this, a quantitative study was designed using a structured survey applied to 211 consumers in Barranquilla. The analysis of the information was carried out using both descriptive and inferential statistical techniques, allowing for the identification of patterns in the responses and the establishment of acceptable price projections for both the traditional and vegan versions of the product. The results revealed a high acceptance of the banana-based dessert, with 93.4% of respondents willing to try it, and 65.7% reporting occasional dessert consumption, which indicates a potential market. Average prices were determined to be around 6500 COP for the traditional version and 7700 COP for the vegan option. Additionally, it was observed that the majority of respondents are between 26 and 45 years old and belong to socio-economic strata 3 and 4, with preferred purchasing channels being bakeries and specialized cafes. The proposal demonstrates viability by combining an innovative and healthy product with competitive prices, aligned with current consumption trends.
The research focused on developing an innovative value proposition for a banana-based bakery product aimed at the middle and upper classes of Barranquilla. It is based on the observation of a growing demand for artisanal, healthy, and sustainable products that respond to new consumption trends. The objectives were to develop an innovative value proposition and to identify the degree of acceptance and willingness to pay for the product. To achieve this, a quantitative study was designed using a structured survey applied to 211 consumers in Barranquilla. The analysis of the information was carried out using both descriptive and inferential statistical techniques, allowing for the identification of patterns in the responses and the establishment of acceptable price projections for both the traditional and vegan versions of the product. The results revealed a high acceptance of the banana-based dessert, with 93.4% of respondents willing to try it, and 65.7% reporting occasional dessert consumption, which indicates a potential market. Average prices were determined to be around 6500 COP for the traditional version and 7700 COP for the vegan option. Additionally, it was observed that the majority of respondents are between 26 and 45 years old and belong to socio-economic strata 3 and 4, with preferred purchasing channels being bakeries and specialized cafes. The proposal demonstrates viability by combining an innovative and healthy product with competitive prices, aligned with current consumption trends.
Description
Realizar una propuesta de valor innovadora de un producto de pastelería a base de banano en estratos medios y altos de la ciudad de Barranquilla.
Keywords
bakery, banana, Barranquilla, value proposition, project management, pastelería, banano, Barranquilla, propuesta de valor, gestión de proyectos, Bakery, banana, Barranquilla, value proposition, project management