Plan de comercialización post pandemia para incrementar las ventas de los productores de mora en la parroquia El Triunfo, cantón Patate, provincia de Tungurahua

Abstract

The present study was carried out with the aim of proposing a post-pandemic marketing plan to trade blackberries from a parish called El Triunfo. At the end, the viability of a theoretical proposal for the acceptance of this system was determined, which was affected by a lack of knowledge, and it could not be developed in the market due to economic solvency and optimization of resources required to show itself as a competitive identity in the current agricultural trade. The Information was collected from customers regarding the appreciation in front of a marketing plan and it was counteracted with the data collected for the analysis of the trend in terms of its development and competitiveness againts a new reality due to the Covid-19. The study focused on a qualitative-quantitative approach, with a descriptive level, and a non-experimental but cross-sectional design. In addition, it maintained a deductive logic, therefore, in the theoretical framework, the definitions of the variables were analyzed, with the aim of strengthening the research stage. The collection of information was obtained through reliable secondary sources presenting secondary order data, applying a survey as a technique, through closed questions that facilitated the collection of informative data for the development of strategies. It was concluded that the marketing plan will constitute a fundamental axis for the positioning of blackberries in consumers mind, as farmers have made an effort to deliver a quality product, worrying about the performance of the production processes, and thus improve the quality of life. Farmers of El Triunfo parish were invited to implement techniques and tools for the continuous improvement of the quality of blackberries, and thus strengthen their position witin the agricultural market.