Análisis de tendencias de consumo de la quinua ecuatoriana y sus derivados para satisfacer el mercado chino.

Abstract

This research is presented to analyze the consumption trends of Ecuadorian quinoa and its derivatives from a quantitative-qualitative perspective to satisfy the Chinese market, considering that today it is one of the largest markets in the world with an estimated population of 1.4 billion people, who are presented as potential consumers of this product. The first chapter contains everything related to the theoretical framework, theories that are applicable to the work presented, conceptual framework and legal framework of this research. The second chapter focuses on the product, presenting its characteristics, as well as the marketing and cultivation trends of quinoa; in addition, its nutritional properties are mentioned. In the third chapter, information from producers and suppliers will be analyzed to gather information on the national market and current quinoa export destinations. The trends in quinoa consumption in the world and the main exporters of quinoa to the Chinese market will also be investigated, as well as its consumption in order to determine if the demand of this market can be satisfied. In terms of methodology, a mixed approach and descriptive design were used. Regarding the data collection techniques and instruments, for the qualitative aspect, a research and documentary records were carried out, and a survey was applied to collaborators of the Ministry of Production and Trade.