Local Ad_PR16166521.pdf

EMBASSY OF THE UNITED STATES OF AMERICA

U.S. Department of State

The General Services Office (GSO) Bogotá, Colombia

The General Services Office (GSO) at the U.S. Embassy in Cartagena has a requirement for MARKET ANALYSIS: PREFERENCES AND BEHAVIORS REGARDING U.S. FOOD AND BEVERAGES; we invite you to read carefully the following minimum requirements:

Conditions of proposal

To be considered for evaluation and award you must comply with the following:

Prices should be in Colombian Pesos (COP). Only for Colombian Vendors.

Unite price, tax percentage, tax amount ant total amount should be stipulated in the quote.

Submit with the quotation the technical information sheet per model/reference, IF

APPLICABLE.

Your offer must meet or exceed ALL requirements specified in this advertisement.

If pictures are included, they are used as an example, your offer must meet the technical description provided.

Offer must be valid for three (3) months.

We will contact you to clarify or to request additional information during the evaluation process, if necessary.

Questions

Please use PR16166521 in the subject line.

Should you have any question regarding this request please send an e-mail to bogotagsocompras@state.gov before August 19th, 2026, at 4:00 PM (Bogota, Colombia

- local time).

Delivery Place American Embassy in Bogotá, Colombia

Delivery Terms for U.S. vendors

U.S. vendors: you can send a proposal in USD, but all prices must be DDP at our warehouse in Bogotá – Colombia, IF APPLICABLE.

The U.S. Embassy Bogotá will NOT emit a tax exemption certification for Colombian taxes

IMPORTANT NOTE in spite the US embassy is exempt of some Colombian taxes, the Colombian Government courier limits are: $2,000 USD and/or 50 kilos MAX, any package exceeding those limits will no longer be considered courier shipments, and Customs Brokerage + Release of air waybills or Bill of Ladings + Storage fees will be charged, these fees MUST be included in the prospective vendor’s offer as the US Embassy will not cover such expenses.

DELIVERY TERMS: DDP DELIVERY AT THE EMBASSY WAREHOUSE IN BOGOTA. “Delivered Duty Paid” the seller delivers the goods when the goods are placed at the disposal of the buyer, cleared for import on the arriving means of transport, and ready for unloading at the named place of delivery. The seller bears all the costs and risks involved in bringing the goods to the place of destination, has an obligation to clear the goods not only for export mailto:bogotagsocompras@state.gov but also for import, to pay any duty for both export and import, and to carry out all customs formalities.

Payment Terms EFT net 30 calendar days, payments will be made upon receipt and acceptance of delivery.

Deadline to submit your offer

Please use PR16166521 in the subject line.

Offers are due by August 27th, 2026 at 4:00 PM (Bogota, Colombia - local time) via e‐mail to bogotagsocompras@state.gov All responsible sources may submit an offer that shall be considered.

Please note that this is a combined synopsis/solicitation for a commercial item, prepared in accordance with the format FAR 12.6, as supplemented with additional information included in this notice. This announcement constitutes the only solicitation; offers are being requested and a written solicitation will not be issued. The solicitation number is PR16166521 and is issued as a Request for Quotation. The solicitation/contract will include all applicable provisions and clauses in effect through FAC 2005–45 Items to be acquired as stated in the below list. All elements should meet or exceed the following criteria:

MARKET ANALYSIS: PREFERENCES AND BEHAVIORS REGAR

ITEMS QUANTITY UNIT COST TOTAL

Action 1. Design and execute Module 1 on Perception and Preferences Action 2. Design and execute Module 2 on Shopping Habits Action 3. Design and Execute Module 3 on Information Sources Action 4. Design and execute Module 4 on Barriers to Access Action 5. Conduct quantitative and qualitative research across five principal Colombian cities Action 6. Provide comprehensive data analysis and results presentation Action 7. Provide final written reports and deliverables in both Spanish and English within fifteen (15) working days following the completion of fieldwork

Tax Total mailto:bogotagsocompras@state.gov

STATEMENT OF WORK: MARKET ANALYSIS: PREFERENCES AND BEHAVIORS REGARDING U.S.

FOOD AND

BEVERAGES

The Office of Agricultural Affairs (OAA) at the U.S. Embassy in Bogotá requires a comprehensive market research study to understand Colombian consumer preferences and behaviors regarding U.S. food and beverage products. The study will encompass the five principal cities of Colombia (Bogota, Medellin, Cali, Barranquilla, and Cartagena) and provide actionable insights through quantitative and qualitative methodologies to support U.S. agricultural associations and exporters in developing effective market strategies.

PURPOSE

The United States Department of Agriculture (USDA), Foreign Agricultural Service in Bogotá (FAS Bogotá) will conduct a consumer survey to identify market opportunities and understand the perceptions, preferences, purchasing behaviors, distribution channels, and information sources that shape Colombian consumers’ decisions about U.S. food and beverage products.

By understanding consumer preferences and removing barriers to market access, FAS market development programs support U.S. farm income, enhance the overall U.S. economy, and make America more prosperous.

MAJOR TASKS

The contractor shall render the services below to accomplish the main purpose and implement the following activities:

Action 1. Design and execute Module 1 on Perception and Preferences

• Focus category-level analysis on the following priority segments: premium pork and beef cuts, specialty dairy, tree nuts, craft spirits, pet food, and functional/healthy snacks

• Assess general perception of U.S. food and beverage products among Colombian consumers

• Evaluate how consumers rate U.S. products in terms of quality, safety, taste, and value compared to domestic and other imported products

• Identify which U.S. food and beverage categories are most preferred or desired by Colombian consumers

• Determine attributes consumers associate with U.S. food and beverage products (e.g., innovation, health benefits, premium quality, sustainability)

• Assess willingness to pay a premium for U.S. products and identify specific categories

• Evaluate the importance of country of origin in food purchasing decisions

• Analyze the role of health, nutrition, and wellness trends in consumer preferences for U.S.

products

Action 2. Design and execute Module 2 on Shopping Habits

• Identify where Colombian consumers typically purchase food and beverage products (e.g., supermarkets, specialty stores, online platforms, traditional markets, convenience stores, etc.)

• Determine shopping frequency and typical basket composition

• Assess whether consumers actively seek out U.S. products or purchase them opportunistically

• Evaluate the role of online shopping and e-commerce platforms in food and beverage purchases

• Analyze how shopping habits vary by demographic segments, including age, income level, household composition, geographic location

• Identify factors that influence the decision to try a new imported product

• Determine consumer preferences for individual products versus larger quantities/bulk purchases

Action 3. Design and Execute Module 3 on Information Sources

• Identify where Colombian consumers obtain information about food and beverage products (e.g., social media, traditional advertising, in-store promotions, word of mouth, influencers, etc.)

• Determine which information sources are most trusted and influential in purchase decisions

• Evaluate the role of digital platforms (e.g., Instagram, Facebook, TikTok, YouTube, etc.) in product discovery and purchase intent

• Assess the importance of product labels, certifications, and nutritional information in the decision-making process

• Determine whether consumers actively research U.S. brands before purchasing

• Identify what type of content or messaging resonates most with Colombian consumers regarding U.S. food and beverage products

Action 4. Design and execute Module 4 on Barriers to Access

• Identify main barriers preventing Colombian consumers from purchasing U.S. food and beverage products (e.g., price, availability, lack of awareness, cultural preferences, etc.)

• Assess availability of U.S. products in consumers' preferred shopping locations

• Compare price points of U.S. products to domestic and other imported alternatives and their effect on purchase decisions

• Identify specific product categories where barriers are more pronounced

• Determine consumer concerns about imported food products (e.g., safety, freshness, authenticity, environmental impact)

• Assess how import regulations, labeling requirements, or tariffs indirectly affect consumer access or perception

• Identify improvements or changes that would encourage greater consumption of U.S. food and beverage products

Action 5. Conduct quantitative and qualitative research across five principal Colombian cities

• Execute online and/or in-person surveys with structured questionnaires targeting a representative sample of 1,000-1,500 respondents

• Conduct focus groups (minimum 8 groups across the five cities: Bogotá, Medellín, Cali, Barranquilla, and Cartagena)

• Perform in-depth interviews with key consumer segments (minimum 20 interviews)

• Ensure a minimum of one (1) focus group and two (2) in-depth interviews are conducted in each of the five cities.

• Target socioeconomic levels 4, 5, and 6 (middle to upper-middle and high-income households)

• Include demographic profiles: heads of household, professional women with families, DINKs (Dual Income, No Kids), young professionals (male and female, ages 25-40), and Millennials/Gen Z consumers

• Ensure sample distribution reflects demographic and socioeconomic diversity within target segments

• Implement data validation and quality control procedures

• Document sampling methodology and margin of error

• All survey instruments, discussion guides, and interview protocols shall be developed and administered in Spanish, with an English translation provided to FAS Bogotá for review.

Action 6. Provide comprehensive data analysis and results presentation

• Conduct statistical analysis including cross-tabulations, correlation analysis, and trend identification

• Identify key consumer segments and personas

• Perform competitive positioning analysis of U.S. products versus domestic and other imported brands

• Develop actionable insights and strategic recommendations for U.S. exporters and the

OAA

• Create visual presentation of data through charts, graphs, and infographics

Action 7. Provide final written reports and deliverables in both Spanish and English within fifteen (15) working days following the completion of fieldwork. The deliverables shall include:

• Main Presentation: Comprehensive PowerPoint presentation (.pptx) in both Spanish and English with key findings, insights, and recommendations. The Contractor shall deliver a live (in-person or virtual) presentation of key findings to FAS Bogotá and relevant stakeholders upon submission of final deliverables.

• Modular Reports: Separate PDF files for each survey module (Perception and Preferences, Shopping Habits, Information Sources, Barriers to Access) that can be easily shared with cooperators and stakeholders

• Executive Summary: Concise PowerPoint presentation (.pptx) in both Spanish and English (maximum 15-20 slides) highlighting key findings and strategic recommendations

• Written Analysis Report: Detailed report in PDF format (maximum 30 pages) in both Spanish and English, including:

• Methodology and sample description

• Detailed findings by module

• Consumer segmentation and personas

• Strategic recommendations

• Appendices with survey instruments and additional data tables

• Raw Data: Anonymized database with survey responses in Excel format

• Infographic Summary: One-page visual summary of key findings suitable for social media and promotional use

EVALUATION FACTORS

• The Contractor shall demonstrate minimum three (3) years of experience conducting consumer research in Colombia and submit evidence (e.g., reports, case studies, presentations) of providing similar services, including successful market research projects

• The Contractor shall provide evidence of expertise in both quantitative and qualitative research methodologies

• The Contractor shall provide evidence that the offeror/quoter operates an established business with a permanent address and telephone listing

• The Contractor shall provide a bilingual English-Spanish point of contact, whose native language is Spanish

• The Contractor shall provide evidence that the offeror/quoter has handled contracts for over USD $20,000

• The Contractor shall provide evidence that the offeror/quoter has all licenses and permits to operate as an established business entity as required by local law

• The Contractor shall provide evidence that the offeror/quoter can provide the necessary personnel, equipment, and financial resources to satisfactorily perform the work and achieve all aforementioned action items

• The Contractor shall provide a list of three (3) clients in its proposal/offer, demonstrating prior experience with relevant past performance activities, information, and references from similar market research projects

• The Contractor shall demonstrate knowledge of the Colombian food and beverage market and ability to provide actionable insights for international trade promotion

GENERAL GUIDANCE

• Throughout each stage of activities, the Contractor shall provide progress updates to FAS

Bogotá

• The Contractor shall submit all survey instruments, questionnaires, and any material for review and approval from FAS Bogotá prior to fieldwork

• The Contractor shall submit a written activity report in Spanish and English

• The Contractor shall warrant that all materials are original or properly licensed

• The Contractor shall transfer and release all intellectual property rights and ownership of any and all materials and products developed in the execution of this project to FAS Bogotá. Furthermore, any profits, copyrights, or other intellectual property benefits generated as a result of this project shall be the sole property of the USDA

• The Contractor agrees to adhere to the payment schedule established by FAS Bogotá's terms and conditions. Payment shall be made upon the Contractor's timely submission and approval of the final deliverables

• The Contractor shall provide a proposed timetable for the activities, including survey design, fieldwork, analysis, and delivery of final reports

• Any expense or obligation not previously approved by FAS Bogotá shall be the exclusive responsibility of the Contractor, without further compensation from the U.S. government

• The consumer survey shall be conducted as soon as practical after the contract is awarded, on dates agreed upon with FAS Bogotá

• Ensure compliance with Colombian data protection regulations and obtain necessary consent for data collection

• Total estimated duration: 10-14 weeks from contract award to final delivery

• The Contractor shall treat all findings, data, and analysis produced under this SOW as confidential and shall not disclose, publish, or reuse this information for any other client or purpose without prior written consent from FAS Bogotá.

• The SOW requires eight focus groups distributed among the five cities (Bogotá, Medellín, Cali, Barranquilla, and Cartagena), not eight per city. Additionally, the SOW requires at least one focus group and two in-depth interviews in each city to ensure geographic coverage

• The Contractor is required to provide supporting evidence for all surveys conducted, including a detailed description of the methodology used for data collection and validation.

The contractor shall provide documentation of the sampling methodology, margin of error, data validation and quality control procedures, and evidence of both quantitative and qualitative research approaches. The final written analysis report must include a methodology and sample description, as well as appendices with survey instruments and additional data tables.

• The SOW expects the Contractor to provide progress updates throughout each stage of the project. We have included biweekly meetings for this matter

• The final written reports and deliverables must be submitted within fifteen (15) working days following the completion of fieldwork. The SOW requires a comprehensive written analysis report, modular reports for each survey module, an executive summary, and a main presentation. Biweekly meetings for progress updates are also required throughout the project to keep FAS Bogotá updated on progress.

• The proposed timetable for all activities should be included as part of the technical proposal submitted by the Contractor. The SOW requires the Contractor to provide a timetable covering survey design, fieldwork, analysis, biweekly meetings for progress updates, and delivery of final reports.

• FAS Bogotá will review and approve all survey instruments, questionnaires, focus group discussion guides, interview protocols, and any other research materials before fieldwork begins. The SOW requires that all such materials be submitted for review and approval prior to administration, at the survey design stage