Diseño de un Plan de Marketing para la comercialización de la pulpa de ARAZÁ, dentro del mercado potencial de venta de Yogurt en la ciudad de Guayaquil.

Abstract

The present research project aims to study the elaboration and commercialization of Arazá fruit yogurt, its benefits and the great potential of the fruit that is not so well known and that is part of the Ecuadorian market.

The project has been strongly based on the attributes of the fruit as well as on the perception and concern of people to eat naturally and healthily, this benefits help because to achieve the object that is required, which is to determine if the arazá is potential a product whose nutritional and commercial attributes can be exploited in the presentation of yogurt.

A field survey has been carried out, to know the perception of the people towards the ARAZÁ fruit and the presentation in yogurt, so that this product can be commercialized in the different points of sale in the city of Guayaquil.

As a result of the survey, it is proposed to design a marketing plan to develop and market to position the yogurt of arazá to be consumed especially for people who seek to eat healthily. Plan that seeks to include both farmers and entrepreneurs of yogurt shops in the exploitation and consumption of arazá.