Tesis - Licenciatura en Mercadotecnia

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Browsing Tesis - Licenciatura en Mercadotecnia by Author "Cedeño Segura, Esneyder Isaac"

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    Canales de distribución directos y su relación con la satisfacción de los consumidores de productos agrícolas de la propiedad “RANCHO CORAZÓN VERDE”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024) Cedeño Segura, Esneyder Isaac; Diaz Muñoz, Dario Javier
    The research project focuses on analyzing the influence of direct distribution channels on consumer satisfaction of agricultural products in the “RANCHO CORAZÓN VERDE” property. The problem identified lies in the difficulties faced by small producers to market their products in an efficient and profitable manner, due to the dependence on intermediaries. The main objective was to evaluate how the implementation of a direct distribution channel affects consumer satisfaction, considering key aspects such as freshness, quality and availability of products. Based on a theoretical review covering concepts on direct distribution and customer satisfaction, a non-experimental cross sectional quantitative methodology was used, with surveys applied to consumers at the ranch. The results indicated a moderate-strong positive correlation between the use of direct channels and consumer satisfaction, especially in people between 40 and 44 years of age, with unpaid employment and living in households of four or more members. The findings underline that the elimination of intermediaries not only improves transparency and control over product quality, but also builds trust and brand loyalty. The opening of a physical point of sale, the strengthening of online sales, and the implementation of digital marketing and public relations campaigns are recommended, which, it is hoped, will increase both customer satisfaction and RANCHO CORAZÓN VERDE's competitiveness in the agricultural market.