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JAV (Autoguardado)123 (1).Pdf CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ UNIVERSIDAD MAYOR DE SAN ANDRÉS FACULTAD DE CIENCIAS ECONÓMICAS Y FINANCIERAS CARRERA ADMINISTRACIÓN DE EMPRESAS TRABAJO DIRIGIDO CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ POSTULANTE : MARIANA QUISPE CONDORI JESÚS DANIEL CALLE LOZA TUTORA ACADÉMICA : M.Sc. ELOINA CALLEJAS DE BURGOA TUTOR INSTITUCIONAL : MAE. ANTONIO JORDAN JIMENO La Paz – Bolivia 2019 1 CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ ÍNDICE CAPÍTULO I ASPECTOS GENERALES 1.1 Antecedentes………………………………………………………………….1 1.1.1 La producción mundial de café……………………………………………1 1.1.2 Consumo mundial de café………………………..…………………….....2 1.1.3 Producción de Café en Bolivia……………..……………………………..3 1.1.4 Consumo de café en Bolivia……………………………………………….5 1.2 Planteamiento del Problema…………………………………………………7 1.3 Objetivos………………………………………………………………………10 1.3.1 Objetivo General………………………………………………………......10 1.3.2 Objetivos Específicos……………………………………………………..10 1.4 Alcances de la intervención…………………………………………………10 1.4.1 Alcance Temático………………………………………………………....10 1.4.2 Alcance Temporal…………………………………………………………11 1.4.3 Alcance Geográfico……………………………………………………….11 CAPÍTULO II REFERENCIAS TEÓRICO, ORGANIZACIONALES 2.1 Marketing………………………………………………………………………12 2.1.1 El entorno del marketing………………………………………...............12 2.2.1 El Microentorno del Marketing…………………………………………...13 2.1.2 Marketing Mix……………………………………………………………...14 2.1.3 Comportamiento del consumidor………………………………………..15 2.1.3.1 Factor Cultural…………………………………………………………....17 2.1.3.2 Factores Sociales………………………………………………………...17 2.1.3.3 Factores Personales……………………………………………………..18 2.1.3.4 Motivación…………………………………………………………………19 2.1.3.4.1 Necesidad………………………………………………......................20 2.1.3.4.2 Hábitos de consumo…………………………………………………...23 2.1.3.4.3 Aprendizaje……………………………………………………………..23 2.1.3.5 Actitudes del consumidor………………………………………………..25 2.1.3.6 Preferencias……………….................................................................25 2.1.4 Consumo de café…………………….…………………….......................26 2.1.5 Consumo de Café en Cafeterías………………………………………….29 2.2 Trabajos previos………………………………………………………………32 2.3 Referencias Organizacionales………………………………………………34 2.3.1 Federación de Caficultores Exportadores de Bolivia (FECAFEB)………………………………………………………………………...34 CAPÍTULO III METODOLOGÍA DE LA INTERVENCIÓN 3.1 Tipo de intervención………………………………………………………….37 3.2 Universo……………………………………………………………………….37 3.3 Determinación del tamaño y diseño de la muestra…………………….....38 3.4 Selección métodos y técnicas de recolección de información primaria...42 2 CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ 3.5 Instrumento de relevamiento de información……………………………...42 3.6 Procesamiento de datos……………………………………………………..43 CAPÍTULO IV RESULTADOS 4.1 El consumo de café en la ciudad de La Paz………………………………44 4.1.1 Características de consumo de café en la ciudad de La Paz…….…..46 4.1.1.1 Preferencia de café en la ciudad de La Paz…………………………..46 4.1.1.2 El consumo per cápita de café de la ciudad de La Paz……………...48 4.1.2 El consumo de café orgánico en la ciudad de La Paz…………………50 4.1.2.1 Motivos de consumo de café orgánico en la ciudad de La Paz…….53 4.1.3 Las cafeterías, lugar de consumo de café orgánico de la cuidad de La Paz………………………………………………………………………………….55 4.1.3.1 Hábitos de las personas que frecuentan las cafeterías dela ciudad de La Paz………………………………………………………………………………56 CAPÍTULO V CONCLUSIONES Y RECOMENDACIONES 5.1 Conclusiones………………………………………………………………….70 5.2 Recomendaciones……………………………………………………………72 CAPÍTULO VI PROPUESTA 6.1 Introducción……………………………………………………………………73 6.2 Premisa de la propuesta……………………………………………………..74 6.3 Objetivo de la propuesta……………………………………………………..74 6.4 Alcance de la propuesta……………………………………………...….…..74 6.5 Desarrollo de la propuesta de estrategias de comerciales…………..…..75 6.5.1 Estrategia de producto……………………………………………………..75 6.5.2 Estrategia de distribución………………………………………………….79 6.5.3 Estrategia de precio………………………………………………………..80 6.5.4 Estrategia de promoción…………………………………………………..81 6.5.5 Estrategias de comercialización…………………………………………..82 Anexos…………………………………………………………………………..…84 Bibliografía……………………………………………………………..................87 3 CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ ÍNDICE DE CUADROS Cuadro Nº 1 Ranking de los países consumidores de café en el mundo...2 Cuadro N° 2 Bolivia: Producción según departamento……………………. 3 Cuadro N° 3 Producción de la ciudad de La Paz…………………………... 4 Cuadro N° 4 Principales proveedores de Café Soluble……………………. 6 Cuadro N° 5 Principales proveedores de café molido……………..………. 7 Cuadro N° 6 Beneficios del café Orgánico………………………………….. 28 Cuadro Nº 7 Habitantes de la ciudad de La Paz…………………………… 38 Cuadro N° 8 Diseño de la Muestra por Distrito……………………………... 39 Cuadro N° 9 Diseño de la Muestra por Edad……………………………….. 40 Cuadro N° 10 Diseño de la muestra………………………..………………... 41 Cuadro N° 11 Frecuencia de consumo de café en la ciudad de La Paz.... 49 Cuadro Nº 12 Marcas de café en supermercados…………………………. 53 Cuadro N° 13 Cafeterías que compran el café en grano verde oro del producto…………………………………………………………………………. 67 Cuadro N° 14 Cafeterías que compran café de una marca…………….… 69 ÍNDICE DE FIGURAS Figura Nº 1 Jerarquía de necesidades humanas de Maslow……………. 21 Figura Nº 2 Café Quindio……………………………………………………… 77 ÍNDICE DE GRÁFICOS Gráfico N° 1 Bolivia: exportación de café periodo 2000-2016…………..... 8 Gráfico N° 2 Consumo de café por Macrodistrito………………….. 45 Gráfico N° 3 Consumo de café por ocupación……………………… 46 Gráfico N° 4 Preferencia de café que se consume……………..….. 47 Grafica N° 5 Tipo de café que se consume por edad…………….. 48 Gráfico N° 6 Consumo per cápita anual…………………………….. 50 Gráfico N° 7 Consumo de café orgánico por Macrodistrito……….. 52 Gráfico N° 8 Motivo por el cual se consume café orgánico…….... 54 Gráfico N° 9 Horarios de preferencia de consumo de café en cafetería.. …………………………………………………………………………56 Gráfico N° 10 Edad de preferencia de consumo de café en cafetería.57 4 CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ Gráfico N° 11 La preparación de café más consumido en cafetería..58 Gráfico N° 12 Como asisten habitualmente a las cafeterías……… …59 Gráfico N° 13 Tiempo de permanencia en cafeterías………………...60 Gráfico N° 14 Con que acompañan la taza de café en cafeterías.. …61 Gráfico N°15 Atributos preferidos de los consumidores de café en cafeterías………………………………………………………………… 62 Gráfico N° 16 Como les gusta a los consumidores de café en cafetería.63 Gráfico N° 17 Escala de precios de la taza de café en cafeterías.. 64 Gráfico N° 18 Bebida que se ofrecen en las cafeterías de La Paz. 65 Grafica N° 19 El café orgánico el más consumido en cafetería… 66 Grafica N° 20 Procedencia del café en cafeterías de la ciudad de La Paz 5 CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ RESUMEN EJECUTIVO El presente trabajo dirigido muestra un análisis del mercado de consumo de café en la ciudad de La Paz. Se basa en fuentes primarias y secundarias, lo que incluye: Encuestas efectuados por los postulantes de la carrera de Administración de Empresas de la Universidad Mayor de San Andrés, así como una serie de visitas y entrevistas a las diferentes Cafeterías. La perspectiva que se vive respecto a la comercialización del café orgánico brinda una excelente oportunidad de negocio, pues dicho cultivo está virtualmente libre de la utilización de sustancias químicas convencionales como pesticidas, fungicidas, herbicidas y otras sustancias que se han expandido y se han vuelto parte de la vida diaria de todas las personas. Es por esto que la producción de café orgánico disminuye los costos de producción por insumos externos, al eliminar el uso de agroquímicos y aumenta el desarrollo de buenas prácticas agrícolas en lo que tiene que ver con el uso y conservación del suelo y el agua. El presente trabajo dirigido tiene la finalidad de contribuir a determinar las características y hábitos de consumo de café en general y del café orgánico en particular en la ciudad de La Paz, para que los productores de café vendan el café de calidad que se produce en Caranavi. 6 CARACTERÍSTICAS Y HÁBITOS DE CONSUMO DE CAFÉ EN LA CIUDAD DE LA PAZ INTRODUCCIÓN La producción de café en nuestro país aporta un considerable nivel de divisas a la economía, con la exportación de café en grano verde a Estados Unidos, Europa y Asia generando ingresos importantes para familias de los productores de Bolivia. El café orgánico es cultivado en seis departamentos del país, el municipio de Caranavi del departamento de La Paz concentra la mayor parte de producción de café alcanzando el 96% de la producción, empero los últimos años el sector cafetalero tuvo un descenso en las exportaciones debido a las enfermedades que ataca a las plantaciones de café. Ante esta situación los caficultores están cambiando las plantaciones de café arabica por otras especies de café resistentes a las enfermedades de la región, con el objetivo de poder recuperar la producción e ingresar al mercado paceño con café orgánico libre de químicos y de esta manera poder mejorar sus ingresos. Los productores no cuentan con información sobre el mercado del café en la ciudad de La Paz porque se dedicaban exclusivamente a la exportación de grano verde y ahora ven como una plaza importante para comercializar su producción de café en la urbe paceña. El presente trabajo tiene la finalidad de determinar las características y hábitos de consumo de café en general
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