La Gestión del Marketing en la comercialización de la Quinua. Un estudio en el cantón Colta.

The presente research work of investigation has as objetive the determination of the marketing management in the commercialization of Quinoa, a study carried out in the Canton Colta, was used for the effect of the research hypothetical – deductive method, through a field research that allowed to collect real data from direct sources on the production, elaboration and commercialization of the products derived from the raw material that is the quinoa. Based on the theoretical study concerning the variables: Dependent on marketing mangement and independet of comemercialization. In the population under study 30 members are taken into account among workers and partners of the Organic Producers and Marketers Corporation Bio Taita Chimborazo “COPROBICH”, so the simple isn’t defined, since it’s selected population is small. For the generation of information and verification of the hypothesis the statistical software SPSS tool was used, with which it was possible to verify through the Chi- squared test and represent in an orderly way the graphs, tables and figures. As a result, the Chi- squared value of Pearson is of 13.274a higher than the minimum expected frequency value 6.07 and the p- value is 0.00 lower than the significance value 0.05, so it’s concluded that marketing management affects the commercialization of Quinoa in the Association of Producers and Marketers Bio Taita Chimborazo – COPROBICH.

• Main Author: Guanolema Vimos, Mayra Belén (author)
• Format: bachelorThesis
• Language: spa
• Published: 2023
• Subjects: Marketing; Comercialización; Productores; Estrategias
• Online Access: http://dspace.unach.edu.ec/handle/51000/11697