Estudio de la disponibilidad de adopción de un sello de indicación geográfica como estrategia empresarial de las MIPYMES procesadoras de chocolate artesanal en la ciudad de Ambato

Abstract

The present study was implemented with the purpose of evaluating the availability of adoption of a seal or quality badge for the producers of artisanal chocolate in the city of Ambato, which is a sector that has a product with its own characteristics elaborated in an artisanal way. with at least 150 years of tradition. In this study, an analysis was carried out at a theoretical level on the distinctive quality and origin that Ecuador has, where the most outstanding business factors and benefits in its adoption were derived. Having as a result that for the Ambateño chocolate producers, due to its characteristics, it better adheres to the quality label known as a collective brand. Through this, the survey was designed based on socio-productive indicators and a collective brand proposal with the aim of characterizing the artisanal chocolate processing MSMEs and evaluating the probability that manufacturers show in adopting the collective brand based on the level of education, type of process, time of existence, sales, advertising strategies and investment in quality. The results indicate that 97.1 percent of the factories surveyed are willing to adopt a quality label known as a collective brand, based on variables such as the level of education, number of employees, types of process, investment in quality, investment in advertising, time on the market and existence, which were measured in the study.