Estrategias de comercialización para la asociación agropecuaria de caficultores Sinaí Valle del Sangay cantón Morona provincia de Morona Santiago

Abstract

The current research work aims to develop marketing and consulting strategies for “Asociación Agropecuaria de Caficultores Sinaí - Valle del Sangay” in order to improve the production and positioning of the product on the market, through an applied research based on a qualitative and quantitative approach. As a technique, it was applied a survey to two population groups involved in the study. The first one included producer who had to answer to ten closed-ended questions about the current characteristics of the finished product and the marketing methods; the other group as a target market had to answer to fourteen questions about the product preferences, price, distribution and advertising media conducted to 383 people randomly as a demographic sample. It determined that the institution carries out its commercial activities empirically; however, the level of production is high. On the other hand, the survey shows that 93.20% of regarding consumers drink coffee regularly at least once a day, besides 78% consumes soluble coffee and 64.90% gets the product in neighborhood stores. The market study based on price revealed that 89.2% of the population is willing to pay the cost: $3.00 for an amount of 250 grams of parchment coffee. As a proposal, a commercial department was designed including the professional profiles and the flow charts about operations that would be carried out, and then sales strategies focused mainly on the use of social networks and visual advertising. It concludes that the application of commercial strategies would increase the percentages of annual sales, so recommends applying these strategies in the association.