Trade marketing para incrementar ventas de productos agroquímicos de Kellagro Ecuador en el área rural de Chimborazo

Abstract

The purpose of this study was to design trading & marketing strategies for an agrochemical product trading company called Kellagro Ecuador Cía. Ltda located in Chimborazo, 2021. A process was carried out in which the bibliographic review and the reading of different sources broadened the vision of the agro-business field and the importance of monitoring the distribution channels with respect to communication and maintenance of business relationships. These strategies are aimed at increasing the sales of the company's products. To determine them, different instruments were applied that allowed to make an analysis about the relationship between distributors and retailers, including an interview and a questionnaire, based on a mixed research approach and with a non-experimental cross-sectional type. One of the surveys was carried out in order to develop a market study, a survey applied to retailers, who are clients of the company, in addition to the application of an observation sheet and an interview with retailers. It was possible to learn more about deepening the situation as positive characteristics were found during the commercial relationship such as: the fact that retailers intend to continue doing business with the company and that the farmers surveyed have a great inclination to purchase agricultural products. On the other hand, some shortcomings were found as the fact that the company does not deliver incentives, prizes, promotions or informational material such as brochures, visual guides, posters to its clients. The recommendation is the continuous and evolutionary application of Trading & Marketing strategies which if only carried out once, they could not meet the expectations of retailers or farmers from different communities.