Informe de opción de grado, trabajo de investigación con Chorillano S.A.S.

Abstract

In a highly competitive local market, understanding consumer needs and expectations is essential to ensure business success. This market study focuses on analysing the perceptions, behaviours and preferences of customers of Chorillano, a company dedicated to the production and marketing of meat products in Villavicencio, Colombia. Through structured surveys, key information was collected on aspects such as quality perception, value for money, product variety and purchase frequency. Potential problems experienced by consumers were also identified, with the aim of improving the customer experience and detecting opportunities for innovation. The results of the study provide a clear picture that allows Chorillano to design effective strategies to strengthen its market position. Recommendations include optimising the value proposition, diversifying its product portfolio, improving quality perception and customer loyalty. In addition, initiatives are proposed to capture new market segments, thus ensuring the company's sustainable growth. In a changing environment, this research provides essential tools for Chorillano to successfully adapt to market dynamics and maintain its competitiveness.