Análisis y evaluación de los canales de comercialización de la leche bovina producida en la Parroquia Yanayacu, Cantón Quero de la provincia de Tungurahua, Período 2017.

Abstract

Abstract The objective of the research was to analyze and evaluate the commercialization channels of bovine milk produced in the Yanayacu parish, Quero canton of the Tungurahua province, period 2017, for which a diagnosis of the production and commercialization of bovine milk from In the area, collecting data within the population involved such as Associations of small ranchers, owners of cheese factories and collection centers, interviews were conducted with representatives of public and private institutions that are immersed with technical support in the parish. The research was developed based on qualitative and quantitative methodology, applying inductive, deductive, statistical, analytical, and systemic methods, with scope in exploratory, bibliographic and descriptive research. The research related the independent variable marketing channels with the dependent variable production of bovine milk, giving as a result of the surveys carried out that the value of the Chi-square (13.56) is greater than 9.4877 with 4 degrees of freedom and a margin of error of 0.05, the null hypothesis is “rejected” and the alternative is “accepted”, that is, the analysis and evaluation of the marketing channels affect the production of bovine milk in the Yanayacu parish, Quero canton of the Tungurahua province, period 2017, It was also found that the demand for milk has increased approximately 36% on an annual average during the last 5 years. This research seeks to design a marketing plan for the bovine milk marketing channels of the Yanayacu parish, in order to contribute significantly to the ranchers of the area, enhancing the production and marketing of milk and its derivatives. It is recommended that the results obtained in this research be considered as a reference for future studies to be carried out in the livestock sector.