Estudio de las preferencias de consumo de productos cárnicos para la Empresa Holstein, ciudad de Riobamba

Abstract

The present research work Study of the preferences of consumption of meat products for the company Holstein that is located in the canton Riobamba has as objective to establish strategies that allow promoting the consumption of beef and strategies of direct distribution to the consumers. The methodology used in the investigation is based on the application of surveys to a section of the population, in addition, an analysis of the current situation of the company was also elaborated, making a SWOT matrix, strategic SWOT matrix, and competitive profile matrices. It was found that the consumption of beef has decreased due to the price that is market, also does not have distribution strategies and there are factors that are essential for the customer when making the purchase decision. The proposal is based on putting into action distribution strategies, being producers and not having intermediaries for the company it is possible to reduce the price of the product without generating losses. It is recommended that the Holstein company apply the proposed strategies in order to gain an important place in the market.