Perspectivas de Desarrollo de la Demanda de Leche Pasteurizada de la ESPOCH, en el Mercado Local

Abstract

The current investigation was developed on the urban and suburban neighbourhoods in Riobamba City and in the closest districts (Calpi, Cubijies, Cacha, San Luis), located in the heart of the country, witch were evaluation subjects in the pasteurized milk market study though the application of fortuitous Livestock Sciences sample in the proper survey technique; in witch the offer, demand and unsatisfied demand of ESPOCH’S pasteurized milk was evaluated, and also were under evaluation the production plant prices, distributors, retailers, final price to consumers and an adequate marketing plan. It was determined that 50,76% of consumers prefer to buy raw milk, while the 36,68% chose to buy pasteurized milk and finally only the 12,55% buy long life milk, taking a consideration that in the last couple of years raw milk has achieve a high position in a short period of time in the urban market, while the last year’s offer was 34.440,210 litres, the demand reach the point of 180.301,860 litres, and the unsatisfied demand was of 145.861,640 litres per year. The price in the ESPOCH’S production plant was 0.36 USD, Prolac 0.42 USD and Rey Leche 0.45 USD, whereas the distribution prices on a national level were: ESPOCH’S Milk 0.40 USD, Prolac 0.46 USD and Rey Leche 0.53 USD; finally the price to consumers were: ESPOCH’S Milk 0.48 USD, Prolac 0.50 USD and Rey Leche 0.55 USD. The best distribution channel to an adequate commercialization plan for our study product was the “Short distribution Channel” (Producer Retailer Consumer) where it’s taken advantage the presence of many retailers that sell ESPOCH’S pasteurized milk, therefore in this way achieve a quick product market position, avoiding any alteration of the product. We finish this exposition making a point to say that the 70,30% of the surveyed families have the predisposition to buy and consume ESPOCH’S pasteurized milk, mostly due the Institutional prestige that the Escuela Superior Politécnica de Chimborazo has, taking in consideration two fundamental parameters price al quality in the very demanding market, therefore the production of this product has to increase five times at least to cover successfully the market’s unsatisfied demand.