Resumen

LOOR ZAMBRANO, Halder Yandry; FEIJO CUENCA, Nilba Priscila; FEIJO CUENCA, Tito Eliécer  y  NAVAS BAYONA, Walter Iván. Commercialization of products derived from cocoa in Manabí, Ecuador. Universidad y Sociedad [online]. 2024, vol.16, n.1, pp. 302-312.  Epub 28-Feb-2024. ISSN 2218-3620.

Cocoa has contributed substantial income to the Ecuadorian economy, to the point of being called “golden nugget” since the 19th century, for being the basis of the first industries and banking entities and driving socio-economic development. Multiple actors intervene in the cocoa production and marketing chain, establishing interrelationships to position cocoa products in the domestic market, but allocating the majority to export. This study analyzes the product marketing process by identifying its main channels. Based on a mixed methodology with a descriptive approach, the product and its marketing were characterized based on the results of a survey of actors in the commerce sector in the province of Manabí. The preference for the consumption of cocoa products from local distributors with flexible payment policies, operational product replacement cycles and respect for legal and health regulations is demonstrated. Among the derivatives with the greatest consumption are chocolate powder and chocolate bars, with preferences towards packaging in cases and sachets. The results can be generalized to other locations, to enhance the marketing of cocoa products.

Palabras clave : Cocoa; Marketing; Industry.