The motivational profile of quinoa consumers in modern metropolitan Lima, Peru

Peru is one of the main producers of quinoa in the world. Over the years, there has been a perceived growth in demand for this grain throughout the country, especially in Modern Metropolitan Lima. The identification of reasons for consuming quinoa besides the sensory and psychological aspects can help to understand from another perspective the decision-making behavior of the consumer. This understanding would provide better knowledge of the demand for quinoa in order to boost the level of the quinoa crop, which would benefit the economy in general, as quinoa production is mainly carried out by smallholders. Therefore, a questionnaire about the reasons for quinoa consumption was conducted with 458 respondents. Cluster analysis based on a five-factor result using an EFA with PCA method identified three consumer profiles: health concerned consumer, convenience oriented consumer and core consumer behaviour. Outcomes of the study can help to improve the marketing strategies developed by the Peruvian Government and the food companies.