Elaboración de un plan de comercialización, para potencializar el consumo de huevos de codorniz en la ciudad de Riobamba

The present thesis project is "Elaboration of a commercialization plan, to potentiate the consumption of quail eggs in the city of Riobamba". Its objective is to design strategies adapted to the current situation of the market, considering that in the city of Riobamba currently there are no efficient systems for the commercialization of quail eggs. The present investigation follows a mixed approach: quantitative and qualitative, a survey was conducted to obtain information about the taste and preference of potential consumers, identifying that 92.7% have consumed quail eggs and that they would also be willing to do so. Most would do it mainly 2 times a week, in terms of consumption reasons, 54% do it for the nutritional benefits, followed by the taste with 21%. A situational analysis was made analyzing external and internal variables to the organization, defining The opportunities, threats, strengths and weaknesses, and conjunct me based on the objectives were designed 5 strategies, aimed at creating an added value to the Santa Isabel Cattle Farm brand, improving its commercial management through advertising both in written media and electronic Concluding that it is necessary to apply the marketing plan to boost the consumption of quail eggs in the city of Riobamba.

• 第一著者: Tapia Garófalo, Ximena Alejandra (author)
• フォーマット: masterThesis
• 言語: spa
• 出版事項: 2019
• 主題: COMERCIALIZACIÓN; POTENCIALIZAR; HUEVOS DE CODORNIZ; OMEGA
• オンライン･アクセス: http://dspace.ueb.edu.ec/handle/123456789/3081