Preferencias del consumidor de embutidos en el municipio maracaibo del Estado Zulia, Venezuela

the aim of this paper is to study the preferences in the case of the inlay consumer in maracaibo city (zulia state, venezuela). the author used a descriptive methodology, based on a transactional design and field, with 88 establishments sample (distributed in the 18 parishes, including 3 consumers, this is 265 surveyed consumers. in order to compile the information, a questionnaire was applied, and their data was statistically processed with spss software. the main contributions of this study were oriented to characterize the preferences of the consumer and the market. relative to the consumer, main results shows that 53% of the purchases were made by women; the average age is around the 38 years, the familiar group average consisted of 5 members; the weekly consumption were 647.2 grams and the monthly average income was bs.f. 1.390,50. regarding the market, the product with greater demand was ham, with 60% acceptance, followed by sausage, with 24%, and its consumption was made mainly in dinner; 80% were inclined toward the plumrose brand, in its diverse presentations. most of the consumers prefer to buy cooked meats selling cold in a shop, due to its allocation. as far as the promotional strategies, the discounted prices enjoyed an acceptance of 50% and television appeared as the ideal means to promote the product.