Gestión de branding para posicionar la oferta agrícola de la Parroquia Pistishi, Cantón Alausí

Abstract

The agricultural supply of Pistishi parish of Alausí canton did not have a consumer demand that sustains the agricultural production and trade that sustains the locality, this is due to the deficiency of a reliable distribution channel and the lack of voice and identity towards Pistishi parish, it is the cause of not having a constant demand, therefore, the objective of the research was to develop a branding plan for the positioning of the agricultural supply of Pistishi parish, Alausí canton in Chimborazo province. The methodology used was of mixed approach (quantitative and qualitative); the scope of the research was exploratory and descriptive; a design was used according to the type of manipulation of the independent variable and according to the interventions in the fieldwork; the type of study was documentary, field and non-experimental to obtain information through methods, techniques and instruments, among which were the interview and the survey applied to a sample of the Economically Active Population (EAP) of Chimborazo. Through the methodology applied, it was determined that products such as avocado, wheat, alfalfa, and cherimoya are consumed weekly and biweekly, indicating a constant and regular demand for these products when they are introduced in Chimborazo. It is concluded that the branding management proposal encompasses 9 strategies that reinforce its potential to generate a significant impact on the perception and visibility of local agricultural products.