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

Isabel Choque, Angie Higuchi

Producción científica: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva


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.
Idioma originalInglés
Título de la publicación alojadaAgrarian perspectives XXVIII
Subtítulo de la publicación alojadaBusiness scale in relation to economics
Lugar de publicaciónPrague
Número de páginas8
EstadoPublicada - 2019
EventoAgrarian perspectives XXVIII: Business Scale in Relation to Economics - Czech University of Life Sciences Prague. Faculty of Economics and Management, Praga, República Checa
Duración: 18 set. 201919 set. 2019
Número de conferencia: XXVIII


ConferenciaAgrarian perspectives XXVIII
País/TerritorioRepública Checa

Palabras clave

  • Quinoa
  • consumption
  • motivational profile


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