Estrategias de comercialización de la mora orgánica para la asociación ASOPROGF ubicada en la comunidad de Chingazo Alto, parroquia La Matríz, cantón Guano, provincia de Chimborazo.

Abstract

The present work is aimed at the search of organic marketing strategies for the ASOPROGF Association located in the community of Chingazo Alto, La Matriz parish, Guano canton, province of Chimborazo. The research uses consumer surveys that buy first need products in markets, supermarkets, neighborhood stores, street markets, in the city of Riobamba. When evaluating the results, the ideology of the consumer was visibly obtained on the important characteristics that the product should have as the brand, packaging, presentation, and above all the preference of the fruit must be in a natural state, thus exposing that they have at the time of making their purchase. Four matrices were used with the components of the marketing mix, price, product, place, promotion, through which marketing strategies for organic blackberry were defined in a clear, simple and effective way for customer satisfaction and product advantage by improving your sales and profitability. In conclusion the results of this research allow us to clearly see the different needs that consumers have since they seek to increase in the food basket quality products which contribute with the necessary nutrients for a family consumption.