Diagnóstico y Propuesta de Comercialización para los Pequeños Productores de Maíz en el Cantón Chaguarpamba, Provincia de Loja
The marketing plan is an essential tool for decision making, which details the actions and strategies necessary to influence the purchase through the promotion of products; thus achieve the objectives established in every company or organization. Ecuador is an eminently agricultural country, with ye...
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| Natura: | bachelorThesis |
| Lingua: | spa |
| Pubblicazione: |
2024
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| Soggetti: | |
| Accesso online: | https://dspace.unl.edu.ec/jspui/handle/123456789/29929 |
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Aggiungi Tag | Riassunto: | The marketing plan is an essential tool for decision making, which details the actions and strategies necessary to influence the purchase through the promotion of products; thus achieve the objectives established in every company or organization. Ecuador is an eminently agricultural country, with yellow corn standing out among the many products produced as one of the main national products. However, farmers face countless difficulties in efficiently marketing their products. Therefore, the general objective of this study was to carry out a diagnosis and marketing proposal for small producers of yellow corn in the Chaguarpamba Canton, province of Loja. The research had a qualitative and quantitative approach, of an exploratory descriptive type, with a non-experimental research design; The survey was used as an instrument for collecting information, applied to 50 small producers of yellow corn, specifically 10 for each parish. Subsequently, the information was synthesized in the SWOT matrix, which allowed eight operational objectives to be established with their respective plan. The results showed that small producers of yellow corn in the Chaguarpamba Canton have extensive experience in planting this cereal, the land is in ideal conditions for its cultivation, their product is of excellent quality, with an average production of 130 quintals. for each hectare planted. However, they face various factors that limit the marketing process, highlighting the absence of a legally constituted corn association, lack of knowledge of marketing strategies, they do not advertise through digital channels or in traditional media, the transportation routes that connect with production and marketing sectors are in poor condition, causing high transportation rental costs to transport the products. Furthermore, small producers have not participated in the agricultural fairs held in the province of Loja. Finally, it is determined that the implementation of this plan will improve the marketing process of yellow corn, increasing the income of small producers. |
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