Análisis de la percepción de la marca Tecnología Active en los puntos de venta del cantón Daule.

Abstract

This project aims to analyze the perception of consumers of the brand Tecnología Active at retails in the city of Daule. For this, multiple theories must be reviewed, such as: consumer behavior, purchase decision process, quality of customer service, innovation adoption trends and the value chain. Research projects whose theme where about the commercialization of agricultural products were also reviewed, with the aim of gathering more information on the characteristics and purchase decision factors of farmers. Qualitative and quantitative research will be carried out to obtain the information on the current needs of Ecuadorian farmers in agricultural production processes. Also the perspectives of the Ecuadorian farmers that motivates them to purchase fertilizers with Tecnología Active. The results obtained from this research will allow us to know the motivations of the Ecuadorian farmers that drives them to prefer fertilizers with Tecnología Active, being a better cost-benefit alternative compared to traditional urea. With these results, strategies can be carried out to consolidate this brand in the market.