This thesis is an ethnographic study of Taulli, a “Peruvian peasant community” (PPC) in the highland region of Ayacucho. PPCs are a paradigmatic type of Andean community with distinctive communal features and great historical significance. The thesis offers a detailed case study that contributes to an understanding of the maintenance, current role, and functioning, of these communities in the early Twenty-first Century. Additionally, this case study reassesses key theoretical and methodological approaches to the study of Andean cultures, defending the ongoing validity of community ethnographies and many aspects of 1960s-80s research in the Andean region (particularly its “long-termist” approaches). Specifically, the thesis examines the current role that the community (as a PPC) plays for the Taullinos -such as its respective advantages and disadvantages- in a context where far-reaching social change coexists with rich local traditions. On the one hand, it is argued that the community has become a channel through which Taullinos acquire access to new services and benefits, largely resulting from increased state intervention through unprecedented development-related initiatives. Despite their limitations and mixed results, it is shown how these initiatives partially adapt to and reinforce the local PPC status. The combination of this state intervention and other factors of change, especially emigration, are deepening local integration into national society and have brought remarkable improvements to the quality of life of Taullinos. Nonetheless, such processes are also hampered by severe problems and challenges, largely linked to a legacy of social exclusion and discrimination. On the other hand, it is argued that the community and local traditions continue to offer Taullinos a strong sense of identity and social cohesion, and some important practical advantages, in the context of social change. In particular, through their participation in the local communal organisation and ritual celebrations, which are key foci of this study. Furthermore, it is demonstrated how local traditions are dynamically reinvented to serve as a primary channel through which Taullinos experience and accommodate change. Therefore, although the local communal system is demanding and has many limitations, Taullinos unanimously accept and identify with it, and with the PPC status that guarantees its continuity.

A produção camponesa no Brasil tem passado historicamente por diversos debates acalorados marcados por uma dualidade de pensamentos antagônicos que compreende o fim ou a continuidade do modo de vida campesina. Há autores que defendem a sua resistência e a sua continuação mesmo diante desta modernização tecnológica introduzida no espaço agrário brasileiro. Assim como também existem intelectuais que acreditam num campesinato em vias de extinção, mediante subordinação das relações não capitalistas de produção à estas novas tecnologias. Outros pensadores ainda envidam esforços para consubstanciar um processo de metamorfose, de transformação da agricultura camponesa em agricultura familiar, tornando-a um segmento do agronegócio. Tais dificuldades de um pensamento universal nos traz a compreensão que estes estudos sequer completaram. Esta pesquisa concentra esforços para a partir de uma análise comparativa do campesinato no município de Porto Nacional-TO, subsidiar este debate. Este município possui um total de trinta e oito (38) comunidades camponesas resistindo diuturnamente à pressão do agronegócio para efetivação de seu grande projeto: a concentração fundiária. Para a pesquisa proposta, a captação dos dados empíricos foi selecionado o Projeto de Assentamento Pau D´arco, o (Re)Assentamento Flor da Serra e Comunidade Camponesa Taboquinha. O objetivo geral desta dissertação compreende analisar a dinâmica produtiva e as dificuldades enfrentadas na agricultura camponesa em Porto Nacional – TO, no ano de 2017. Quanto aos procedimentos metodológicos, foi realizada revisão bibliográfica, visita de campo, aplicação de questionários e entrevistas com camponeses de realidades distintas. Como resultado final nota-se que mesmo com as dificuldades enfrentadas pelos camponeses perante a produção, eles seguem produzindo a que em pequena escala para a subsistência da família e comercializam os seus excedentes na maioria das vezes dentro da própria comunidade para com isso comprarem o que não é produzido na sua propriedade. / The peasant production in Brazil has historically passed through several heated debates, marked by a duality of antagonistic thoughts that includes the end or continuity of the peasant way of life. There are authors who defend its resistance and its continuation even before this technological modernization introduced in the Brazilian agrarian space. Just as there are intellectuals who believe in an endangered peasantry, by subordination of non-capitalist relations of production to these new technologies. Other thinkers are still making efforts to consolidate a process of metamorphosis, transforming peasant agriculture into family agriculture, making it a segment of agribusiness. Such difficulties of a universal thought brings us the understanding that these studies have not even completed. This research concentrates efforts for a comparative analysis of the peasantry in the city of Porto Nacional-TO, to subsidize this debate. This city has a total of thirty-eight (38) peasant communities, resisting daily the agribusiness pressure to carry out its great project: land concentration. For the proposed research, the capture of the empirical data was selected the Pau D'arco Settlement Project, the Flor da Serra (Re)settlement and the Campus Community Taboquinha. The general objective of this dissertation is to analyze the productive dynamics and the difficulties faced in peasant agriculture in Porto Nacional - TO, in the year 2017. As for the methodological procedures, a bibliographical review, field visit, questionnaire application and interviews with peasants different realities. As a final result, it is noted that even with the difficulties faced by the peasants in relation to production, they continue to produce small-scale family subsistence products, and sell their surplus mostly within the community itself, in order to compare what is not produced on your property.

La Reforma Agraria, promulgada en 1969, constituye en el Perú un evento crucial para las comunidades campesinas. Algunas de ellas, como Llanchu (provincia de Calca, departamento del Cusco), de la cual nos ocuparemos en el presente artículo, incluso le deben su origen. Sin embargo, y curiosamente, este acontecimiento difícilmente es evocado en esta comunidad. En la actualidad, referirse aél aún es muy delicado. La etnología andina ha subrayado la erosión de las referencias históricas en los relatos sobre el pasado, y con frecuencia ha privilegiado el estudio de los mitos. Nosotros nos interrogamos, por el contrario, acerca del tratamiento con el cual la Reforma Agraria en particulares evocada en los relatos sobre el pasado. Hemos comprobado, en efecto, que el actual orden social en Llanchu conserva la marca de este acontecimiento. A través de un muy sutil trabajo de erosión y de reformulación, la comunidad de Llanchu, aunque de formación reciente, es sobrentendida social e históricamente como un grupo social de larga data. Analizaremos, pues, la manera como los relatos acerca de este pasado no muy lejano son objeto de un permanente control social. Mostraremos cómo algunos mecanismos de reformulación de aquel fueron puestos en marcha, permitiendo, pese a todo, la persistencia de viejos antagonismos. Al poner en funcionamiento este proceso, propondremos un debate acerca de la importancia que tiene para la comunidad que nos interesa mostrar una unidad social y territorial en el tiempo, justo en el momento en que las relaciones sociales se encuentran sometidas a un proceso de etnicización. / Although the Peruvian Agrarian Reform has been a mayor event for the peasant communities of Peru, especially in the Andes, it is barely evoked. It is the case of the community of Llanchu, located in the region of Cusco y in the Province of Calca, even if it has born thanks to the reform. In this paper we will analyse the way people refers to the agrarian reform. We will show that discourses about the past are socially controlled as any other kind of speech in that society. We will also discuss the way this past is engraved in the society and its territory. The ancient categories former to the reform are then still in use today even if they are expressed in new words. We will finally discuss the fact that the forgetfulness of the reform makes this community appear like a long-date one. The main question raised here is “what is supposed to be a peasant community today in the Peruvian Andes?” Is that so important to show a social unity and a historical continuity? This point is especially crucial today, as those populations entered in a process of ethnicization.

Cette thèse cherche à renouveler les cadres d’interprétation sur la conflictualité autour de la ressource en eau au Mexique, en adoptant une approche constructiviste des conflits hydriques. A travers l’analyse détaillée de deux situations de conflit sur l’eau liées à l’urbanisation dans l’Etat du Morelos, et l’étude de la façon dont les groupes mobilisés formulent le problème, nous mettons en évidence que les conflits sur l’eau n’expriment pas uniquement une demande d’accès à l’eau, mais aussi des revendications d’ordre patrimonial : les communautés paysannes se mobilisent pour préserver certains points d’eau, certaines infrastructures (réseaux d’eau, réservoirs), qui ont pour eux une signification particulière. Même si dans le Morelos, les réseaux d’eau sont le support d’une culture hydraulique singulière, le projet patrimonial ne répond pas seulement à la volonté de conserver certaines traces qui se trouvent menacées de disparition et revêt des enjeux politiques et identitaires pour les communautés agraires, qui ont subi de profonds bouleversements à la suite des réformes du statut des terres ejidales. Cependant, la dimension patrimoniale n’est pas prise en compte par les acteurs publics de l’eau, et la conflictualité reste latente. / This dissertation aims at renewing interpretations on water conflicts in Mexico, by adopting a constructivist approach. Through the detailed study of two water conflicts linked to urbanization in the State of Morelos and the analysis of the way the actors formulate the problem, we show that water conflicts don’t only express demands on water access, but also patrimonial claims: peasant communities mobilize because they want to preserve some water points, some hydraulic infrastructure (water networks, water tanks) that have a special meaning for them. Although in Morelos, water networks have given rise to a specific hydraulic culture, the patrimonial project is not only linked to the will of preserving a cultural heritage that may disappear and has a political and identity relevance for peasant communities that have been deeply shaken up by the land reforms of the nineties. Nevertheless, water public actors do not take patrimonial claims into account, and conflicts are latent.

The present article discusses the way we approach the process of change in rural communities with active presence of extractive industries. As an example, it presents a study about a peasant community from the Peruvian northern coast where a petroleum extraction project is being developed. The case analysis suggests that, in such contexts, different and conflicting patterns of resource, such as land usage, valuation, access and appropriation are configured, leading to a very complex scenario for the decision making process about the future of these resources. The article thus states that categories such as social-environmental management, conflict resolution, and negotiation can lead to a simplified interpretation of reality. In this sense, by presenting some critical issues, it argues the importance of adopting anthropological and sociological approaches in order to consider the way spatiality and temporality are being conceived, as well as to integrate the historical process of land appropriation into the analysis. / El presente artículo propone una reflexión sobre la manera en que se abordan los procesos de cambio que atraviesan las comunidades rurales con presencia de industrias extractivas. Tomando como  ejemplo  el caso de una comunidad campesina de la costa norte peruana en cuyo territorio se desarrolla un proyecto petrolero, el texto plantea que en estos ámbitos se encuentran y enfrentan lógicas distintas de usos, valoraciones, apropiación y acceso a los recursos –la tierra en este caso particular–, que configuran un complejo escenario para la toma de decisiones sobre el futuro de estos. Y que categorías como las de gestión socioambiental, resolución de conflictos o negociación, llevan a una interpretación que simplifica la realidad. En ese sentido, el artículo expone algunos puntos críticos para mostrar la necesidad de abordar estos procesos de cambio desde un enfoque antropológico y  sociológico,  que  tome  en  cuenta las distintas espacialidades y temporalidades, así como los procesos históricos de apropiación del territorio, que dichas categorías no permiten aprehender en toda su dimensión.

Este artículo analiza los cambios en el gobierno comunal en contextosde negociación minera. Nos centramos en tres temas: el roldel gobierno comunal en la regulación de los recursos comunalesy del territorio; la diversidad de intereses que surgen ante la presenciaminera, y la comunidad como institución política frente a lapresión externa sobre la tierra. Para ello, partimos de un estudiode caso: el proceso de negociación entre la comunidad campesinade Michiquillay y la empresa Anglo American, en Cajamarca, querealizamos a partir de un trabajo de campo en la comunidad. Delanálisis se desprende que las transformaciones en la regulación delos recursos comunales, sus usos y su valoración, así como el cambioen el peso de los actores económicos y políticos, han complejizadolas relaciones al interior de la comunidad y han creado nuevosniveles de toma de decisión y espacios de disputa por el controlde recursos. Al mismo tiempo que surgen nuevos conflictos intracomunalesy aumenta la fragmentación territorial, la comunidad como institución está jugando un rol central en la negociación yasumiendo nuevas funciones: ahora, el gobierno comunal no regulasolo el acceso a recursos productivos, sino también la distribucióndel capital financiero. / This paper analyzes changes in community governance in the contextof negotiations with a mining company. We focus on three issues:the role played by the community government on the regulation ofcommunity resources and territory, the diverse and complex intereststhat emerge in the presence of mining activity; and, the communityas a political institution confronting external pressures over its land.We develop a study case focusing on the negotiation process betweenthe Michiquillay peasant community and Anglo American MiningCompany in Cajamarca, Peru. This information was obtained doingfieldwork in the community in 2009. In our analysis we observe thatchanges on community resources regulation, its uses and valorization,as well as changes on the balance of power between economicand political actors, have created a greater level of complexity in thecommunity, creating new levels of community decision and spaces fordisputing resources’ control. At the same time, new inter communalconflicts emerge and fragmentation of community lands increases.In this context the community as an institution plays a central rolein the negotiation process over access productive resource and thedistribution of financial capital.

El presente artículo plantea que viene ocurriendo una transformaciónde la relación entre la tierra, los comuneros y las comunidades que,en el caso de la costa norte peruana, se vincula con una doble dinámica: (i) la creciente presión externa sobre el recurso por capitales privados nacionales y trasnacionales, y (ii) el surgimiento de nuevas formas y motivaciones de acceso a la tierra por los comuneros. En este escenario, las comunidades buscan desarrollar mecanismos de contención que, sin embargo, escapan a las lógicas de control propias del ámbito comunal e implican, de manera paradójica, el riesgo de un progresivo desmembramiento de porciones del territorio comunal. Para sustentar lo anterior, el texto analiza los nuevos usos (y usos potenciales) de la tierra que generan expectativas entre los comuneros, así como las nuevas estrategias de acceso al recurso que se disputan diversos actores. Para ello, toma como referencia el estudio de dos comunidades de la costa norte peruana: San Lucas de Colán y San Juan Bautista de Catacaos. Retomar elementos de su historia de conformación permitirá observar cómo varían las formas de acceso a la tierra a lo largo del tiempo y qué nuevas lógicas aparecen en las últimas décadas. Finalmente, a manera de hipótesis, el artículo sugiere que estas nuevas lógicas cambian el sentido de lo comunal y la naturaleza del vínculo entre comunidad y comuneros: estos últimos buscan, de manera creciente, acceder a nuevas tierras sin que ello implique necesariamente su permanencia en el territorio comunal ni un uso productivo de sus parcelas. De esta manera, las comunidades de la costa norte se encuentran frente al reto de una posible transformación como referente principal de acceso y defensa de la tierra. / This article argues that there is a transformation in the relationship between land, peasant communities and its members or comuneros. In the case of the communities of the Peruvian northern coast, this transformation links with a double dynamic: (i) the increasing external pressure on the resource from the private-national and transnational capitals, and (ii) the emergence of new means and motivations of access to land among the communal members. Under these circumstances, the communities seek to develop mechanisms of containment that, nevertheless, escape to their own logics of controland imply the risk of a progressive division of shares of the communal territory.In order to demonstrate this, the article examines new uses (and potential uses) of the land that generates more expectations among the comuneros, and new strategies of access to the resource that different actors compete for. Two peasant communities in the north coast of Peru, San Lucas de Colán and San Juan Bautista de Catacaos, are used as case studies. In orther to understand the variation of access to land trought time and to point out the new logics in the last decades, this article will examine the history and configuration process of land tenure in these communities. Finally, the article suggests as a hipothesis that these new logics transform the meanning of community and the relationship between the peasant communities and the comuneros. The latter seek to gain access tonew lands without necesarily involving their permanency in the communal territory nor having a productive use of their plots. Hence, the north coast communities are facing the challenge of a possible transformation in their functions like the control and defense of land.

Submitted by Marlene Santos (marlene.bc.ufg@gmail.com) on 2016-09-01T18:39:47Z No. of bitstreams: 2 Tese - Ricardo Junior de Assis Fernandes Gonçalves - 2016.pdf: 12323754 bytes, checksum: 2ac3079d726c897ad011664495398ac6 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2016-09-05T13:08:05Z (GMT) No. of bitstreams: 2 Tese - Ricardo Junior de Assis Fernandes Gonçalves - 2016.pdf: 12323754 bytes, checksum: 2ac3079d726c897ad011664495398ac6 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2016-09-05T13:08:05Z (GMT). No. of bitstreams: 2 Tese - Ricardo Junior de Assis Fernandes Gonçalves - 2016.pdf: 12323754 bytes, checksum: 2ac3079d726c897ad011664495398ac6 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-08-10 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The inclusion of the Cerrado of Goiás in the national and international production of goods is directly connected to geopolitics and strategies aimed at seizing territories disputed by the hydro-agribusiness, the pharmaceutical-chemical industry, tourism, and mining. Territorial resources such as land, water and ores become vital for the capital to keep its expansionary pace and income generation, focused on disputes over territories and class struggle in the face of a worldwide demand for agricultural-mineral commodities. The social-spatial effects caused by large extraction enterprises bring about social-environmental conflicts and impact the organization of spaces of collective existence of Peasant Communities, land workers, quilombolas and indigenous peoples in Goiás – the Cerradeiros Peoples. Thus, the purpose of the research was to understand the social-spatial effects of the large mineral extraction projects in Goiás, mainly the Mining-Chemical Complex in the cities of Catalão and Ouvidor, in southeastern Goiás. The methodology employed used techniques involving qualitative research and quantitative data collection. The comprehension of the reality and the subjects investigated was made possible by methodological procedures such as field research, interviews, participative research, a field journal, audiovisual records, data tabulation and informative tables, charts and diagrams. It was argued that mining is inseparable from the economic and social formation of Goiás at different production stages of its territory. It was found that the mining companies have their own geopolitics concerning occupying the Goiás’ Cerrado with an unequal, contradictory appropriation of the subsoil by strategies for control and expansion of large mining enterprises. Hence, besides land and water, the subsoil is considered to be a disputed territory. Such process is attached to the globalization of capital and the reprimarization of the Brazilian exporting agenda, with the participation of Goiás in the context of the megacycle of commodities in the 21st century’s first decade. This (re)positioned the Cerrado within the production of goods, as of the modernization of territory and commoditization of nature. Consequently, struggles for land, water and the subsoil are inseparable from the contemporary agrarian issue, and constitute what has been called the agricultural-hydro-mining business. This process also binds together resistances/existences and the working class collective organization, without overlooking the meanings and cultural practices of the subjects who resist/exist. However, the thematic approach focusing on the large mineral extraction projects in Catalão/Ouvidor has shown that conflicts with Peasant Communities, overexploitation of labor, exhaustion of landscapes, and expropriation of peasant families are concrete examples of a primitive capital accumulation and its continuous role in the dynamics of capitalism. It has also revealed the unreformability, uncontrollability, and destructiveness of capital. On the horizon, exhaustion. / A inserção do Cerrado goiano na produção capitalista nacional e internacional de mercadorias relaciona-se diretamente com a geopolítica e as estratégias de apropriação dos seus territórios, disputados pelo agrohidronegócio, indústria farmacoquímica, turismo e mineração. Recursos territoriais como terra, água e minérios tornam-se imprescindíveis para que o capital mantenha sua marcha expansionista e geração de renda, apresentando a centralidade das disputas por território e de classe diante da demanda mundial por commodities agrominerais. Os efeitos socioespaciais de grandes empreendimentos extrativistas geram conflitos socioambientais e impactam a organização dos espaços da existência coletiva de Comunidades Camponesas, trabalhadores da terra, quilombolas e povos indígenas em Goiás – os Povos Cerradeiros. Desse modo, o objetivo da pesquisa foi compreender os efeitos socioespaciais dos grandes projetos de extrativismo mineral em Goiás, com foco no Complexo Mínero-Químico nos municípios de Catalão e Ouvidor, localizados no Sudeste Goiano. A metodologia utilizada contou com técnicas no âmbito da pesquisa qualitativa e levantamento de dados quantitativos. Procedimentos metodológicos como pesquisa de campo, entrevistas, pesquisa participante, diário de campo, registros audiovisuais, tabulação de dados e informações em tabelas, mapas e quadros possibilitaram a apreensão da realidade e dos sujeitos pesquisados. Defendeu-se que a mineração é indissociável da formação econômica e social de Goiás em diferentes fases da produção do seu território. Constatou-se que há uma geopolítica das empresas mineradoras na ocupação do Cerrado goiano com a apropriação desigual e contraditória do subsolo pelas estratégias de controle e expansão dos grandes empreendimentos de mineração. Por isso, além de terra e água, entende-se o subsolo como território em disputa. Esse processo está associado à mundialização do capital e à reprimarização da pauta exportadora brasileira, com a participação de Goiás no contexto do mega ciclo das commodities na primeira década do século XXI. Isso (re)colocou a posição do Cerrado na produção de mercadorias a partir da modernização do território e da commoditização da natureza. Em razão disso, os conflitos por terra, água e subsolo são indissociáveis da questão agrária contemporânea e constituem o que se denominou de negócio da agro-hidro-mineração. Esse processo também aglutina (Re)Existências e organização coletiva da classe trabalhadora, sem perder de vista os significados e as práticas culturais e políticas dos sujeitos que (Re)Existem. No entanto, o recorte temático com ênfase nos grandes projetos de extrativismo mineral de Catalão/Ouvidor demonstrou que os conflitos com as Comunidades Camponesas, superexploração do trabalho, exaustão das paisagens e expropriação das famílias camponesas são exemplos concretos da acumulação primitiva do capital e sua presença permanente no movimento processual do capitalismo. Ainda revelaram a irreformabilidade, incontrolabilidade e destrutividade do capital. No horizonte, a exaustão.

El presente proyecto es la propuesta de un plan de negocios, para comercializar la marca de chocolate orgánico URPI en el mercado de Lima metropolitana, enfocado en los niveles socioeconómicos A y B. El objetivo principal es comercializar y vender la marca de chocolate orgánico URPI, bajo un plan de marketing estratégico, dirigido a un target con características y definiciones propias del A B, que si bien ya es atendido, pero que consideramos que se puede llegar de una forma diferente, redefiniendo perfiles de consumidor, con nueva propuesta de comunicación, diseñando un mix bajo las medidas del target, usando principales canales de distribución, un precio con apreciación y que genera propuesta de valor. El modelo de negocio es principalmente comercialización y marketing, no contará con infraestructura para producción del chocolate, puesto que contaremos como socio estratégico (proveedor) a la empresa MAKAO quien es uno de los principales productores de chocolate orgánico en el país. La presentación del chocolate tiene un alto contenido de cacao (70% y del 80%) lo cual lo presenta como un producto de alta calidad. Por otra parte, ingresaremos al mercado con la marca URPI, quien competirá con una creciente variedad de productos existentes en el mercado. La investigación se desarrolló con enfoque cualitativo en base al análisis del comportamiento de nuestro público objetivo, y el enfoque cuantitativo a partir de las encuestas de opinión que identificamos con las preferencias y gustos. Se realizaron las encuestas a un número de personas representativas de 22 a 55 años de los NSE A y B en Lima Metropolitana “moderna” especificadas dentro del plan de negocio. En la investigación y dentro de las entrevistas a profundidad resaltaron las siguientes características: calidad por el porcentaje de cacao, sabor, consistencia del chocolate. Por otro lado, y como dato muy importante para nosotros, los consumidores regulares respondieron que, si “el chocolate orgánico URPI” era un proyecto que involucraba apoyo a las comunidades campesinas participantes del proceso productivo y de la zona, sería una poderosa razón de compra. También, señalaron que gran parte de las compras las realizan en fechas especiales con motivos de regalo: reuniones y estacionalidades tipo San Valentín, día de la madre, de la secretaria, navidad, fiestas patrias. Finalmente, los consumidores tienen mucha tendencia a comprar el chocolate en canales tradicionales (chocolaterías y eco tiendas) y canales modernos (supermercados). Después del análisis de la demanda y el análisis financiero de venta según el mercado objetivo, proyectamos que, en un período de 3 años, se obtiene que los indicadores financieros del plan de negocio son positivos, ya que se muestran resultados de crecimiento. / This project constitutes the reaffirmation of a business plan to implement the URPI organic chocolate brand in the metropolitan Lima market, focused on socioeconomic levels A and B. The main objective is to sell the URPI organic chocolate brand, under the benefits and stories model at a socio-economic level, in a different way but with the main distribution channels, the business model will mainly not have infrastructure as it will rely on the one already created by the main creator of the final product who will support us as a distributor. We will serve a growing audience effectively and directly. Chocolate with a good level of organic cocoa of 70% and 80%, which is considered a high-quality product. On the other hand, we will enter the market with our own brand URPI, which will compete with a medium variety of products in the market. The business plan was developed with a qualitative approach based on the analysis of the behavior of our target audience and the quantitative approach based on opinion polls that we identify with preferences and tastes. A survey of the number of representative people aged 22 to 55 years of the NSE A and B in “modern” Metropolitan Lima specified within the business plan was conducted. In the investigation and the in-depth interviews, the following characteristics stood out: quality by the percentage of cocoa, flavor, consistency of chocolate. On the other hand, regular consumers indicated that if it included a project involved with the communities involved in the final product it would be striking and a reason for purchase. On the other hand, it was pointed out that a large part of the purchases is made on special dates such as gift motifs and seasonal type Valentine's Day or Mother's Day. Finally, final consumers decide to buy the type of product in traditional channels (modules in shopping centers) and modern channels (supermarkets). After the analysis of the demand and financial analysis of sale according to the target market in a period of 3 years, it is obtained that the financial indicators of the business plan are positive since results that would benefit us are shown. / Trabajo de investigación