Perspectiva de la mezcla de marketing para la comercialización de queso zarumeño.

Abstract

To analyze the consumer behavior of Zarumeño dairy products in order to suggest marketing mix strategies that contribute efficiently to the commercialization of Zarumeño cheese in the cantons of the lower part of the province of El Oro. Research with quantitative approach. Probabilistic sampling stratified by proportional allocation, with a sample of 383 families surveyed. The analysis of the information was carried out with the SPSS statistical program. 62.1% of the population consumes dairy products produced in the canton of Zaruma, 86.1% of which consume Zaruma cheese. The high percentage of consumption is evidenced by the existence of a latent demand, which is often unsatisfied due to difficult access to the product and the absence of sanitary registration. The marketing mix strategies suggested in the study, will allow strengthening the positioning of the product, its competitive advantage and strengthen adequate marketing, distribution and promotion. This study was conducted within the framework of the community outreach project 06-VS-2018, whose beneficiaries are dairy producers in the province of El Oro.