Examinando por Autor "Restrepo Villegas, Ana Isabel"

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    Caracterización conductual de los consumidores de restaurantes orgánicos de los estratos 4, 5 y 6 de Medellín
    (Universidad EIA, 2011) Palacio Velázquez, Mariana; Restrepo Villegas, Ana Isabel; Mesa Londoño, Julio Cesar
    This research was done with the purpose of characterizing the conduct of the consumers of organic restaurants and belongs to the socioeconomic stratus 4, 5 or 6 of Medellin. Firstly, the organic restaurants or its substitutes of the city were identified and defined through secondary data and pseudo-observation. Secondly, the buyers at organic restaurants were outlined regarding demographic and psychographic variables through in-depth interviews with experts in the field of organic food and surveys to a specific sample of people in Medellin. These two processes helped to develop the third step which sought to characterize the organic food consumers in topics like benefits, usage occasions, facility of purchase and willingness to pay. Finally, the potential market was quantified regarding the buying conduct of organic products, which was developed using secondary data and the support of the results of both in-depth interviews and surveys.