Estrategias de marketing para el sector de producción de helados artesanales del cantón Salcedo

Abstract

The present investigation was developed in the Salcedo Canton of Cotopaxi province, currently known as the city of ice cream and pinol, was founded on September 19, 1919, the history of Salcedo ice cream began in the year 1950 when the situation economic situation was in a difficult situation, that's when a nun named Rosa María Duran created the famous Salcedo ice cream and at that time it was known as the ice cream of the nuns and Salcedo ice cream came to be considered as the heritage of the Canton The reason why it is intended to investigate the marketing strategies of the artisanal ice cream production sector of Cantón Salcedo, is evident in the ice cream parlors of Salcedo that go through a difficult economic situation due to the opening of the Lateral Latacunga-Salcedo-Ambato pass and other causes causing the sale of ice cream to decrease by up to 70%. The qualitative, quantitative, field research, bibliographical, exploratory, descriptive and explanatory approach was applied to gather information, which allows obtaining results attached to reality. In addition, the totality of the finite population was taken as sample: 34 ice cream shops registered in the Municipality of Salcedo Canton dedicated to the production and commercialization of Salcedo ice cream to which the survey was applied through the formulation of a questionnaire. It is determined that the ice cream shops do not design or apply marketing strategies, therefore it is proposed to develop a marketing plan that helps improve the current demand for ice cream consumption of Salcedo