Sistema de Comercialización y el consumo de productos agroecológicos en la provincia de Tungurahua

Abstract

Food sovereignty is the basis of sustainable development of peoples in a relationship of respect and harmony with nature, preserving productive capacity. Responsible consumption and agroecology is consumer satisfaction, surpassing the current market with the consumption of products that go through the care of an agriculture that safeguards the integrity and human life. This research study is aimed at the consumers of the province of Tungurahua, the agroecological sector has been affected by the lack of knowledge and environmental awareness worn by the series of processed products that benefit in time and resources, causing the consumer is demanding when purchasing a product; that is to say the conventional consumption of foodstuffs has taken more impulse, causing several irreversible damages in the health, with the appearance of diseases. Therefore, the development of a structure for the marketing process is proposed in order to meet and meet the current market needs. Data from field research applied to conventional and agroecological consumers in the province indicate that the product, price and promotion are variables with greater direction to conserve the agroecological consumer and convert the conventional agroecological to change the habits of consumption and contribute to environmental care. The response based on the research proposal directed us to the approach of strategies that reinforce and guide the marketing variables, through the study of indicators such as: physical, functional and psychological attributes; price: monthly expense and amount of money; place-distribution: availability, conservation, packaging, place, frequency of purchase, means of transport, time and physical conditions of the place; promotion: promotion in sales, advertising and public relations, on the other hand the service and consumption that analyze the profile of the consumer.