IDENTIFICATION OF MARKET NICHE, IN THE DISTRICTS OF EL TAMBO AND HUANCAYO, FOR NUTRACEUTICAL PRODUCTS

Abstract

It has been determined; a niche market in the metropolitan districts of Huancayo and El Tambo in the province of Huancayo, which is interested in food products with nutraceutic properties, this segment was determined by taking as descriptors: educational attainment and monthly family income. Segment features: Size: 74 645 inhabitants representing 23,70% of the total market. Family Composition: 5 members per family. Lifestyle: mostly for a modern lifestyle. Purchasing places: proportionately: Wineries, markets and supermarkets in the area. Criteria for purchase decision: The most important criterion is the quality and nature of the product, second it is valued the brand and finally the price. Pains and disease of market segment: The greatest concern is for cancer, osteoporosis and cholesterol. Location: We used the Huancayo city street map and surrounding districts updated to 2005, the areas are: 09 in Huancayo and 07 in El Tambo. Marketing strategy: Product; food containing bioactive components. Price; market skimming pricing. Market; indirect channel. Promotion; advertising aimed to consumers.