Atributos de Diferenciación y Elementos de Posicionamiento Percibido en la Infusión de Limón–Jengibre (Doña Panela S.A.S.): un Estudio Empírico en Tunja, Colombia

Abstract

The objective of this research article was to analyze consumer perceptions of the differentiating attributes and elements associated with the positioning of the product under study—a lemon-ginger flavored herbal tea—in the healthy beverage market in the city of Tunja. The specific objectives were to identify the differentiating attributes perceived by consumers, analyze perceptions of the attributes that may contribute to the product’s positioning within the healthy beverages category, and examine the role of communicating functional benefits in consumers’ perceptions of value and preference. The research was conducted using a quantitative approach, with a descriptive scope and a cross-sectional design. The population consisted of adult men and women residing in Tunja who consume natural beverages. The study involved a sample of 100 participants selected through non-probabilistic convenience sampling. A structured survey with closed-ended questions was used as the data collection tool to characterize consumption habits and identify consumers’ perceptions of the functional, sensory, cultural, environmental, and communication attributes related to the product under study. Data were collected via Google Forms and analyzed using descriptive statistics, including frequencies and percentages. The results revealed that health benefits, the naturalness of the ingredients, and the absence of artificial components are among the most highly valued attributes. Additionally, the use of panela, the connection to Colombian culture and tradition, the appeal of the lemon–ginger combination, and the value placed on sustainability-related aspects are differentiating factors perceived by the participants. In terms of communication, information on functional benefits, ingredients, and transparency in labeling is associated with greater trust and a favorable perception of the product’s value. Overall, the findings show that these attributes can contribute to a favorable perception of the product and to the elements associated with its positioning within the category studied, without making empirical comparisons with other brands or beverages.