Estrategias de comercialización para pequeños productores de las 11 asociaciones agricolas del cantón Riobamba, provincia de Chimborazo.

Abstract

This investigation aimed to generate marketing strategies for the small producers of the 11 agricultural associations of Riobamba canton, province of Chimborazo, and know the current situation of the farmers. The current situation of each association in the area of commercialization was determined through an interview with the presidents to know the date of formation, the number of members, the board of directors, the grown products and the most profitable ones, advantages and disadvantages of belonging to the association, means of transport for the commercialization of the products where these are marketed, strategies for the sale, participation in events organized by government entities and other ones. In addition, with this information a SWOT analysis of each association was established to carry out an external and internal analysis and associations can improve by a direct relationship between the producer and the consumer. This will help to apply the right strategies which will help producers to get a better marketing and the farmers will be able to get a higher income. It was concluded that most farmers have productive land to grow a variety of products for marketing. Considering the strengths, opportunities, weaknesses, and threats of each association, strategies were generated, so that in the future small producers will get a place, a brand, an image where they can market and publicize their quality products directly to manage an economic sustainability providing food for the rural families.