Impacto de la asociatividad en la comercialización de la zanahoria (Daucus carota) en la ASOPAVIT, Chimborazo.

Abstract

This research determined the impact of the associativity in the marketing of the carrot (Daucus carota L.) of Asociación de Producción Agrícola Vida Tierra (ASOPAVIT), as step prior to design and implement strategies to strengthen the positive actions and correct possible existing weaknesses. In the first phase of the research a diagnosis of the stages of the marketing process was developed, prior to the associative process and it compared with the situation achieved in an associated manner; evidencing an improvement in revenues and strategic marketing alliances. In the second phase of the research the impact dimension of the associativity was defined which was concreted in the access of the members of the association to formal markets. In the last phase of the research strategies ware defined to strengthen the associativity in carrot marketing, such as: “Research and development of technological packages of the aggregation of value to ASOPAVIT products”; “Implementation of market strategies for the positioning of ASOPAVIT products in new markets” and the “Implementation of strategies to strengthen the capacities of ASOPAVIT members, to consolidate their presence in the market”; which allowed to take advantage of local knowledge of production technologies, marketing and the scope of a substantial improvement in the marketing price. It is concluded that the associativity in the marketing of the carrot benefits the producer that generates profitable economic incomes. It is recommended diversify the products range for spaces that promote associative marketing.