Estudio de mercado para la internacionalización del queso zarumeño producido en la provincia de El Oro.

Abstract

This research focused on completing the potential markets for the internationalization of Zarumeño cheese, in which an exploratory process with a qualitative approach and secondary data analysis was applied; In this way, the process included an interview with an expert who has investigated the consumption behavior of Zarumeño cheese in the province of El Oro, in addition, the analysis of factors for the selection of potential markets raised by Malhotra (2008) and Ochoa et al. ( 2017); In effect, the findings reflected that the Ad-valorem of cheese with tariff heading 040610 applied by the United States is 26%, Chile 6%, Peru 0%, however, these countries turn out to be the most attractive potential markets to internationalize cheese Zarumeño, due to indicators that show a country risk with a low score, balanced economies, a basic salary higher than the family consumption basket, and above all, they have a considerable number of Ecuadorian migrants in these destinations.