Objetivo: Este trabalho Investigou a associação dos gastos com frutas, legumes e verduras (marcadores de dieta saudável) e com carnes e carnes processadas (marcadores de dieta não saudável) com fatores socioeconômicos, demográficos e com preocupação com a saúde. Métodos: Trata-se de um estudo de análise transversal que utiliza dados secundários da Pesquisa de Orçamento Familiar (POF) 2008-2009 do IBGE, e investiga os fatores associados aos gastos com alimentos marcadores ou não de dieta saudável por meio de um modelo Tobit de regressão múltipla, determinando-se os efeitos marginais das variáveis explicativas. Assim, foi investigada a influência da preocupação com a saúde e de variáveis socioeconômicas e demográficas sobre gastos com dois grupos de alimentos: (a) frutas, legumes e verduras e (b) carnes e carnes processadas. Resultados: O presente estudo mostrou que os gastos com alimentos marcadores de dieta saudável (FLV) e com alimentos marcadores de dieta não saudável (CCP) estão associados a variáveis econômicas e sócio demográficas e à preocupação com a saúde, conforme a expectativa baseada na literatura sobre o tema. Há, no entanto, uma única exceção: o efeito dos gastos preventivos com a saúde sobre os gastos com FLV. Tal achado merece investigação adicional, em termos da constituição da variável proxy da preocupação com a saúde, adotada neste estudo. / Objective: This paper strives to identify how the expenses with fruits and vegetables (healthy diet markers), meats and processed meats (unhealthy diets markers) are influenced by the presence of health seeking behavior, socioeconomic and regional factors. Methods: A cross-sectional analysis study based on secondary data from \"Household Budget Survey 2008-2009,\" IBGE, using the multiple regression TOBIT model. The analysis was about how one\'s concern with health influences the expenses with two food groups: (a) fruits and vegetables and (b) meats and processed meats. Health seeking behavior and socioeconomic characteristics were included as variables. The marginal effect of each explanatory variable over the probability of expenses with the food groups studied was determined. Results: The study shows that the expenses with fruits and vegetables (healthy diet markers) and meats and processed meats (unhealthy diet markers) are related to economical, socio demographic variables and to the concern for health, just as expected based on previous studies. There is, however, one exception: the effect of preventive expenses with health over the expenses with fruits and vegetables. Such finding requires additional investigation regarding the constitution of the concern for health\'s proxy variable.

El trabajo de investigación se basa principalmente en el desarrollo de la marca Hilli alli, la cual consiste en la producción y comercialización vía online y en tiendas especializadas de kits de frutas y verduras congeladas con toppings personalizados. Esto en respuesta a la problemática de no encontrar un kit saludable y práctico de preparar que brinde los nutrientes necesarios para las actividades diarias a nuestro público objetivo, el cual está compuesto por hombres y mujeres entre 18 y 35 años de Lima Metropolitana de los niveles socioeconómicos A y B que consuman productos nutritivos y orgánicos. Los experimentos realizados nos permitieron validar la intención de los consumidores finales mediante sus comentarios en las publicaciones de redes sociales y mensajes directos. Asimismo, se validó el interés por parte de las tiendas especializadas de contar con nuestro producto como parte de su catálogo de bienes ofrecido al público objetivo que apuntamos. La estructura del trabajo se divide inicialmente en la descripción de la problemática a solucionar y el respectivo diseño del modelo del negocio. Todas las fases del trabajo llegan a un punto en común: justificar la viabilidad del negocio. Por último, se quiere demostrar si la inversión del proyecto puede ser recuperada en el tiempo trazado. La inversión inicial que se requiere para este proyecto es de un monto total de 59,000.00 soles, Esto nos permitirá iniciar nuestras operaciones y solventar los gastos que se requieren. Finalmente, nuestro VAN resultante es positivo, lo cual lo hace rentable nuestro negocio. / The research work is mainly based on the development of the Hilli alli brand, which consists of the production and marketing via online and in specialized stores of kits of frozen fruits and vegetables with personalized toppings. This in response to the problem of not finding a healthy and practical kit to prepare that provides the necessary nutrients for their daily activities to our target audience, which is made up of men and women between 18 and 35 years old from Metropolitan Lima of the levels socioeconomic A and B who consume nutritious and organic products. The experiments carried out allowed us to validate the intention of the final consumers through their comments in the social network publications and direct messages, likewise, the interest on the part of specialized stores to have our product as part of their catalog of offered goods was validated. the target audience we are targeting. The structure of the work is initially divided into the description of the problem to be solved and the respective design of the business model. All phases of the work reach a common point: justify the viability of the business. Finally, we want to show whether the investment in the project can be recovered in the time set. The initial investment required for this project is a total amount of 59,000.00 soles. This will allow us to start our operations and pay for the required expenses. Ultimately, our resulting NPV is positive, which makes our business profitable. / Trabajo de investigación