This study aims to create a value-added alternative for cooperatives of the Association of Dairy Cooperatives of Guatavita (ASOLEGA) by understanding the key characteristics of potential consumers of dairy products of peasant origin from Guatavita, Cundinamarca, as well as new trends in the demand for products with added value and the identification of motivational aspects of the consumer in the purchase of peasant-origin products. A structured survey was applied to 160 clients of the "Farmers Markets" program of the District Secretariat of Economic Development belonging to the city hall of Bogotá, divided into three axes with 23 questions. The data were analyzed using IBM SPSS version 25, with descriptive analysis to obtain general information of the respondents and Multiple Correspondence Analysis (ACM) to explore individual profiles regarding their perceptions and preferences. The main motivations for purchasing peasant-origin products are due to the perceptions of consumers up to 45 years old, who consider these products healthier and more nutritious than industrialized products and contribute to environmental conservation. It was found that 98% of people consider that buying these types of products favor the economic growth of these communities. It was also observed that individuals aged 26 to 35 years prefer a "recyclable" packaging for yogurts and cheeses from peasants of Guatavita – Cundinamarca. The study highlights the importance of understanding consumer preferences and motivations in the context of peasant-origin dairy products, emphasizing the role of these products in promoting economic growth, environmental sustainability, and social responsibility. The findings suggest that consumers are increasingly seeking products that align with their values, such as health, sustainability, and ethical consumption. The study also underscores the need for better market strategies and policies to support the competitiveness of peasant-origin dairy products in the market.This study aims to create a value-added alternative for cooperatives of the Association of Dairy Cooperatives of Guatavita (ASOLEGA) by understanding the key characteristics of potential consumers of dairy products of peasant origin from Guatavita, Cundinamarca, as well as new trends in the demand for products with added value and the identification of motivational aspects of the consumer in the purchase of peasant-origin products. A structured survey was applied to 160 clients of the "Farmers Markets" program of the District Secretariat of Economic Development belonging to the city hall of Bogotá, divided into three axes with 23 questions. The data were analyzed using IBM SPSS version 25, with descriptive analysis to obtain general information of the respondents and Multiple Correspondence Analysis (ACM) to explore individual profiles regarding their perceptions and preferences. The main motivations for purchasing peasant-origin products are due to the perceptions of consumers up to 45 years old, who consider these products healthier and more nutritious than industrialized products and contribute to environmental conservation. It was found that 98% of people consider that buying these types of products favor the economic growth of these communities. It was also observed that individuals aged 26 to 35 years prefer a "recyclable" packaging for yogurts and cheeses from peasants of Guatavita – Cundinamarca. The study highlights the importance of understanding consumer preferences and motivations in the context of peasant-origin dairy products, emphasizing the role of these products in promoting economic growth, environmental sustainability, and social responsibility. The findings suggest that consumers are increasingly seeking products that align with their values, such as health, sustainability, and ethical consumption. The study also underscores the need for better market strategies and policies to support the competitiveness of peasant-origin dairy products in the market.