Plan estratégico para la comercialización de productos agroecológicos en la Feria Agrícola de Nambacola, en el cantón Gonzanamá, provincia de Loja
The lack of a strategic marketing plan limits farmers from boosting their sales, affecting the economic development of the sector. The agricultural Fair of Nambacola in the Gonzanama canton of the Loja province has established itself as a center for agricultural marketing, but it is necesary to stre...
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| Formato: | bachelorThesis |
| Lenguaje: | spa |
| Publicado: |
2024
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| Materias: | |
| Acceso en línea: | https://dspace.unl.edu.ec/jspui/handle/123456789/31248 |
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Agregar Etiqueta | Sumario: | The lack of a strategic marketing plan limits farmers from boosting their sales, affecting the economic development of the sector. The agricultural Fair of Nambacola in the Gonzanama canton of the Loja province has established itself as a center for agricultural marketing, but it is necesary to strengthen the presence of agroecological products to offer healthy alternatives and simultaneously improve the income of local small producers. The limited marketing of this agroecological product is due to factors such as insufficient promotion, lack of consumer awareness about its benfits, limited financial resources, and the absence of marketing strategies. To adress these essues, this Curricular Integration Work was executed, with the general objective of formulating a strategic plan for the marketing of agroecological products for the Agricultural Fair of Nambacola. This was achieved through the application of various methods. First, a market study was conducted, wich included 335 surveys of the population of Nambacola, revealting that the main reasons for consuming agroecological products are their nutritional benfits, competitive prices, and environmental care. The most in demand products were vegetables, legumes, and fruits. Additionally. Additionally, an operational structure was designed, for wich an interview was conducted with the person in charge of the Fair. Confirming that the implementation of a strategic plan Will bring many benefits to the community. Therefore, it is essential for local producers to focus on agroecology, as agriculture is their main economic activity, especially among young peolpe who are familiar with these techniques. Finally, a strategic plan was formulated with tactics that Will allow the Fair to promote its products, strengthen agroecological agriculture, maximize sales, and improve the econmy of Nambacola. |
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