Proposal for the reintegration of auto-tone products in the basic basket: tortillas de zapallo case
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ABSTRACT
Every day people are more concerned about their nutrition however, at the same time they have little time to prepare healthy food for daily consumption, that is why a new product is offered on the market, this being the Kürbis Pancakes which are pumpkin tortillas, which is an indigenous product with a high nutritional level and that offers a number of health benefits, among them: it helps digestion, increases energy level, prevents anemia, helps hypertension and improves skin care. The descriptive research focuses on Urban Parishes of the Zonal Administration Eugenio Espejo del D.M. of Quito, for which the survey technique is used. The market study shows that there is an unsatisfied demand compared to an indirect offer; in addition, it is established that the price of the package of 10 units more accessible to the potential consumer is $ 1.50. On the other hand, an analysis of the strengths, weaknesses, opportunities and threats is made from which the strategy matrix is derived. It concludes by demonstrating the commercial feasibility of the product and plans to continue with the economic study in the future.
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Marcelo Javier Ríos-Mariño, Universidad Tecnológica Indoamerica - Ecuador
Marcelo Javier Ríos Mariño graduated in Business Administration Engineering from the Central University of Ecuador, since 2012 he has a Master's Degree in Business Administration from the Central University of Ecuador, he is a student of the Doctorate in Administration Sciences at the National University of La Plata (Argentina). He is the author of book chapters and conference articles. His interests include management in organizations and innovation in processes. In addition, the analysis of consumer behavior on a generational basis.
Ana Carolina Herrera-Caicedo, Universidad Tecnológica Indoamérica - Ecuador
Ana Carolina Herrera Caicedo graduated in 2020 in Business Administration Engineering from the Indoamerica Technological University (Ecuador).
Viviana Elizabeth Cajas-Cajas, Universidad Tecnológica Indoamérica - Ecuador
Viviana Elizabeth Cajas graduated from Engineering in Systems and Informatics in the year 2004 in the ESPE (Ecuador). Since 2012 she is Magister degree in Business Administration and Marketing from Universidad Tecnologica Indoamerica (UTI) from Ecuador. She is a Ph.D. student in Computer Science at the National University of La Plata (Argentina). She is the author of Chapters of books and articles of conferences. Her interests include legacy applications and their portability in terms of user, ecological, ergonomic, ergonomics, proactive and evolutionary software. In addition, the analysis of consumer behavior with a generational basis.
Washington Rodrigo Jijón-Argüello, Universidad Central del Ecuador
Civil Engineer graduated from the Central University of Ecuador.
Master in Industrial Engineering graduated from the National Polytechnic School.
Specialization in Projects Evaluation, Universidad de los Andes, Bogota Colombia.
Professional activities in projects development in the Ecuadorian Electricity Sector for the generation of electric power. From 1980 to present.
Teaching activities at the Central University of Ecuador, Faculty of Administrative Sciences, Subject: Production Administration. From 2012 to present.
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