Evaluación del Mercado Social de Consumidores de la Unidad Productiva Agropecuaria Kankuama: Análisis de Tendencias y Desarrollo de Estrategias Gerenciales para la Satisfacción de Necesidades

Abstract

This research analyzes the social market of consumers of the Kankuamo Indigenous People's Agroproductive Unit (UPAK), an initiative aimed at strengthening food sovereignty and preserving cultural identity through the production of broiler chickens. The goal is to identify consumption habits and design managerial strategies that enhance economic and cultural sustainability. Surveys conducted in the corregimientos of Chemesquemena, Guatapurí, and Atánquez revealed territorial differences in consumer habits: accessibility is prioritized in Chemesquemena, price in Guatapurí, and quality and tradition in Atánquez. Additionally, 63.2% of respondents are over 28 years old, 55% buy from local stores, and 29.4% purchase directly from producers. Moreover, 94.4% would pay more for organically raised chicken, indicating high value placed on sustainability. Proposed strategies include loyalty programs, promotions, community fairs, and social media use. In Guatapurí, price-sensitive promotions will be prioritized; in Chemesquemena, direct distribution to consumers; and in Atánquez, campaigns highlighting tradition. These strategies are adapted to the Kankuamo context, aiming to strengthen UPAK's market presence and promote responsible consumption. These actions contribute to the economic and cultural sustainability of UPAK, aligning with the overall research objective. The proposed model promotes culturally adapted management, based on social marketing, which responds to local dynamics and fosters indigenous economic development.