Market research and design of marketing strategies to market products derived from pitahaya

Abstract

The main objective of this article was to evaluate the commercial viability of products derived from pitahaya, produced using freeze-drying and pulping techniques, in the local market, through a mixed methodology of exploratory descriptive nature, with a sample of 384 individuals to whom surveys and interviews were applied, being able to determine that although pitahaya is known by the vast majority, the consumption of derived products remains relatively low. In fact, it is an ideal opportunity to diversify the range of products offered. The experts interviewed indicate that the production of Pitahaya is highly subject to several challenges ranging from pests, disease, unfair competition between exporters, which implies an instability in price and profitability. Finally, it is concluded that demographic data and consumption reveal a market with high knowledge of pitahaya, but with room to increase the consumption of derivatives, especially among young people and women. Likewise, the most predominant factor for consuming products derived from pitahaya is health, well-being and quality. In addition, pitahaya has a high market potential, especially internationally, but faces significant challenges such as pests, unfair competition and price fluctuations due to its seasonality.