Análisis de las estrategias de comunicación interinstitucional en la difusión de la producción cafetalera del cantón Olmedo provincia de Loja y su incidencia en el desarrollo comunitario, periodo marzo-julio 2015

This research deals with the analysis of the strategies of institutional communication in the spread of coffee production of Olmedo province of Loja and it impacts on community development canton. After the analysis performed it was concluded that there is limited diffusion of the product in the study, for this reason it gets an alternative proposal to the consideration. A market study was done which involved the analysis of demand, supply, the relationship with similar products, the distribution channels and commercialization, the advertising systems, the square, the price and benefits of the product. It means, the market study was the guideline to determine the needs of the coffee growers and the own consumer in order to achieve the relationship between both them are more solid. Olmedo is one of the most productive cantons in terms of coffee it produces around 20,000 quintals per year. Faced with this one of the biggest challenges is the commercialization where the intermediaries are undoubtedly present setting prices that suit them for their interests and harming directly to the farmers. The associations, institutions or coffee organizations in recent years it’s have constituted in solid way in order to combat any obstacle in the production of coffee, but actually the next step which the commercialization do not focus on it. It is concluded that one of the problems is the lack of diffusion, strategies and communicational products through the massive media of commutation such as radio, television, internet and print media, as well as by the alternative media, that its allows from this communicational branch help the strengthening of the production chain and commercialization of the coffee

• Autor principal: Criollo Criollo, Wilson Vladimir (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2016
• Assuntos: CAFE; PROMOCIÓN Y DIFUSIÓN; CONSUMO DE CAFÉ; PUBLICIDAD E IMAGEN
• Acesso em linha: http://dspace.unl.edu.ec/jspui/handle/123456789/11440