Estrategia de canales de distribución para incrementar las ventas de la asociación de montubios Mochata Curitejo, parroquia San Roque, Piñas.

Abstract

The purpose of this research work was to improve the distribution channels of the mochata curitejo montubios farmers' association in the Piñas district, in order to increase sales that threaten the retirement of its members. The functionality of the distribution channels was studied, the types and benefits that they offer to the organizations and how to improve their efficiency through the use of strategies that are more adapted according to the product to be distributed. For the development of the research, the direct observation and the interview to the acting president Alfredo Ochoa Asanza of the association was used, which allowed to know the inconsistencies in the distribution channels, where the biggest disadvantage is the little coverage within the local market, In addition, he realized that there was little marketing to promote the association's products, and also that there was a bad work environment and insufficient training for producers. To solve the problem, the design of new distribution channels that cover new markets was considered, as well as the use of technological tools that improve the efficiency of these; then the strategic alliance and social networks were used to reach potential consumers and finally it was determined to train the members of the association to improve the work environment and reinforce the knowledge of the producers.