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Abstract
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.