Análisis de la comercialización de plantas ornamentales de los viveros de la ciudad de Loja, provincia de Loja
Ornamental plants comprise different species cultivated and marketed for decorative purposes due to certain characteristics that make them unique. The main objective of this research was to “analyze the commercial activity of ornamental plants in nurseries in the city of Loja”, for which the specifi...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2024
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| Matèries: | |
| Accés en línia: | https://dspace.unl.edu.ec/jspui/handle/123456789/31511 |
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Afegir etiqueta | Sumari: | Ornamental plants comprise different species cultivated and marketed for decorative purposes due to certain characteristics that make them unique. The main objective of this research was to “analyze the commercial activity of ornamental plants in nurseries in the city of Loja”, for which the specific objectives were: “to diagnose the value chain of the commercialization of ornamental plants” and “to identify the main market segments that demand ornamental plants”. The research used a mixed approach combining qualitative and quantitative methods and the type of design was transversal. Techniques such as a semi-structured interview were applied, whose instrument was the guide with 21 questions, divided into 4 sections; and a survey whose instrument was the questionnaire made up of 4 sections, with 19 questions. The population was 12 nursery owners for the interview, while a sample of 384 people was considered for the survey. The results showed that most nurseries are producers and marketers of ornamental plants, mainly flowers, leaves, indoor and outdoor plants, presented in bags, tubs and pots, sold mostly in physical stores and online, the most demanded species are durantas, anthuriums and geraniums. In addition, it was identified that most consumers come from the urban sector, young people, women, with students, public and private employees and housewives being the ones who buy these plants, especially flowering plants, indoor and outdoor, 2 to 3 times a month or a year. In conclusion, the value chain of ornamental plants is characterized by production and marketing, offering a varied range of species with additional services, likewise the identified market segments are composed especially of urban consumers, women and families who frequently buy these plants in physical and online stores. |
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