Estudio de mercado para café Yipao en Fusagasugá: preferencias de consumo, factores de compra y competitividad

Laura Camila Quintero Pérez; María Zolangela Moreno; Angie Dayanna Alfonso Cuervo

doi:10.58763/rc2026587

Authors

Laura Camila Quintero Pérez Corporación Universitaria del Meta. Villavicencio, Colombia https://orcid.org/0009-0004-5496-3109
María Zolangela Moreno Corporación Universitaria del Meta. Villavicencio, Colombia https://orcid.org/0000-0001-8988-3564
Angie Dayanna Alfonso Cuervo Corporación Universitaria del Meta. Villavicencio, Colombia https://orcid.org/0009-0000-6781-8163

DOI:

https://doi.org/10.58763/rc2026587

Keywords:

Artisanal coffee, competitiveness, consumer preferences, Fusagasugá, sustainability

Abstract

Introduction: The global coffee market is transforming, with a growing emphasis on differentiation and sustainability. In this context, Caffé Yipao sought to position itself in Fusagasugá by integrating fair trade, organic products, and an authentic narrative that connects with conscious consumers. Methodology: This study used a mixed methodology, combining quantitative surveys with qualitative interviews and PESTEL analysis to understand consumer preferences and competitiveness in the local market. Porter's Five Forces analysis was used to assess the dynamics of the artisanal coffee industry in the region. Results and discussion: The results revealed that consumers in Fusagasugá value intensity, added flavors, and the origin of coffee. Competition is characterized by the presence of small artisanal producers and established brands, requiring Caffé Yipao to pursue a differentiation strategy based on quality, authenticity, and sustainable practices. The threat of substitutes such as tea underscores the need to highlight the unique benefits of artisanal coffee. Opportunities for differentiation were identified through personalized experiences, product innovation, and the use of channels such as e-commerce and experiential tourism. Conclusion: In conclusion, Caffé Yipao's success in Fusagasugá will depend on a positioning strategy that emphasizes its differentiated value proposition, a flexible pricing policy that justifies quality and authenticity, and active participation in the local and digital market.

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