Bibliographic citations
Meléndez, A., (2021). Estrategias comerciales para el posicionamiento de pulpa de Maracuyá (Passiflora edulis) en el mercado de Lima Metropolitana producidos en Barranca - Lima [Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/5053
Meléndez, A., Estrategias comerciales para el posicionamiento de pulpa de Maracuyá (Passiflora edulis) en el mercado de Lima Metropolitana producidos en Barranca - Lima []. PE: Universidad Nacional Agraria La Molina; 2021. https://hdl.handle.net/20.500.12996/5053
@misc{renati/1113392,
title = "Estrategias comerciales para el posicionamiento de pulpa de Maracuyá (Passiflora edulis) en el mercado de Lima Metropolitana producidos en Barranca - Lima",
author = "Meléndez Guerrero, Angel Eduardo",
publisher = "Universidad Nacional Agraria La Molina",
year = "2021"
}
In this thesis work, the problems faced by passion fruit producers in the Barranca - Lima area were covered to give added value and positioning to their product. Within the information obtained, it was found that passion fruit is used in various ways by Peruvian families. Passion fruit is considered the second most popular drink after chicha morada, for this reason the question arises, what strategies can Barranca producers apply so that their product manages to position itself in the minds of consumers and thus gain greater participation from market and increase your income? In this sense, a complete analysis of the market, surveys and marketing strategies have been developed to meet the main objective of this thesis. The costs of the advertising mix incurred in the next two years have also been considered. This research work is justified in the relevance of improving the quality of life of farmers through an improvement in the value chain of their products and strategies to communicate with the market. In addition, it is also important as an example for other farmers who year after year lose their products, not necessarily because they do not know how to give it an additional industrial process such as pulping or freezing, but because of the lack of buyers during the useful life of their derivatives.
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