Estudio de la cadena de comercialización del plátano verde (Musa spp.) en los mercados del cantón Guayaquil.

Abstract

Ecuador is known worldwide for being one of the main banana exporters, which is why this product represents a high percentage of the nation's Gross Domestic Product (GDP). The main objective of the study is to analyze the Marketing Chain of Green Banana (Musa spp.) In the markets of the Guayaquil Canton, in order to contribute to the improvement of the conditions of its cycle through a comprehensive analysis of those economic factors and of the environment that impact on this industry. The research proposal is exploratory in nature, however, the theoretical bases that support this document were obtained under the descriptive method, carrying out a conceptual analysis of secondary sources, physical documents, virtual documents and paper available on websites with the purpose of develop a correct marketing structure and their respective strategies. Ultimately, it was determined that the marketing channels are made up of three actors, such as producers, intermediaries and the final consumer. Reason for which it was concluded that the banana sector needs a significant investment, especially in neighborhood roads, a means of transporting the product which, due to its poor condition, increases the cost of production and affects the price. final received by the consumer.