Identificación de potenciales consumidores y clientes de pequeñas empresas agropecuarias, en una feria especialidades campesinas de Chile

The purpose of this study is to identify potential consumer and customers of small farmers at a peasant specialties fair in Chile. An exploratory multivariate analysis was conducted based on information gathered from a surveyapplied to visitors of a peasant specialty fair in Chile. We found that visitors perceived the quality of the products of the peasant class, as well as increase their perception of small farmers once they visit the fair. We identifi ed fi ve segments of visitors, of which two are proposed as attractive segments for the small farmers, as a potential consumer and another as potential customers.