Diseño de perfil del mercado de pulpa de Arazá desde la provincia de Santa Elena hacía el mercado de Francia.

Abstract

The purpose of this project was to develop a profile design of the arazá pulp market from the province of Santa Elena to the French market, taking into consideration that at present there is no reference guide on the procedures, aspects of legal, administrative and technical planning on the export of this type of product to the French market which was also the general objective of the project; the specific objectives were met in each chapter developed, where it was possible to theoretically base the research through several topics, and it was determined that the production of arazá in Ecuador is certified with a total of 16,000 hectares; The methodology applied consisted of an inductive method, case study, while the approach was mixed because primary and secondary sources of information and techniques such as focus group and interviews were considered; The results of the focus group and the market study allowed to analyze the characteristics of the French consumer and the market to which the product is directed, identifying that the French highly value the most natural consumer products, few additives and ingredients, since they are aware that many of these are harmful to health; when carrying out the legal, administrative and technical planning, all the necessary aspects were established to export the arazá pulp.