Propuesta de una estrategia comercial para incrementar el consumo doméstico del aceite de Sacha Inchi en la región San Martín

• Autor: Benito García, María Elena
• Formato: tesis de maestría
• Fecha de Publicación: 2010
• Institución: Universidad Nacional de San Martin - Tarapoto
• Repositorio: UNSM-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.unsm.edu.pe:11458/1286
• Enlace del recurso: http://hdl.handle.net/11458/1286
• Nivel de acceso: acceso abierto
• Materia: Estrategia comercial; Prevención de enfermedades

At present in the Region of Martin, is observed a low domestic consumption of the oil of sacha inchi by the scanty promotion of the product and the deficient development of commercial strategies of the managerial sector. For this reason, the aim of the present work of investigation is orientated to structure a commercial strategy using the theories: marketing and sale, strategies of marketing and the consuming behavior to increase his consumption. Given the lack in general of the Omega-3 in our diets, the oil of sacha inchi represents one of the best and more important sources of this essential nutrient that is available nowadays and that is a choice succeeded for any person who is interested in feeding correctly and supporting a good health. Nevertheless to the existence of companies that they dedicate to the production, transformation and commercialization of the oil of sacha inchi that come realizing in empirical form for lack of a work that direct the commercialization with satisfactory results. The population in study was shaped by 9 producing companies and commercial, the sample I target it is the same. The companies in study are: Roda Selva S.A.C., Amazonian Agroindustries S.A, Arefon S.A, Natural Products INPRA, the Holy Nature E.I.R.L, Supermarket the Inmaculada S.A.C, Supermarket Al Súper S.A.C, Mercantile Bigote S.A, Pura Amayo Sucesores S.R.L, identified the level of consumption of the oil with a sample of 77 persons. For the summary of the information the technology of survey was in use. The present study is a basic investigation, where the methods were applied comparatively, dialectically, inductively and deductively. The obtained results bring that the companies: Supermarket Al Súper S.A.C, Supermarkets the Inmaculada S.A.C, Mercantile Bigote S.A, Pura Amayo Sucesores S.R.L, The Holy Nature E.I.R.L, and Natural products INPRA commercializes of 10-100 boxes / year, and Amazonian Agroindustries S.A it commercializes more than 100 boxes a year. 3 presentations of the oil exist on the market: glass flask green color of 250 ml, flask of plastic with 60 and 120 capsules of gel. The commercial distribution of the oil is on markets of freely services as: supermarkets (The Inmaculada, Al Súper) that expend 3 brands (Roda omega oil, Inca inchi, Borges.), self-services (Bigote, Titos Market) that sell 3 brands (Oleomega, Saint inchi oil, Ayu inki), and shops naturists (The holy nature, Natural products INPRA) that expend 4 brands (Inchi cap's, Inchi oil, Sacha inchi The Holy Nature, Sacha inchi Omega 3) the prices change between S/ 20.00 - 25.00 new Suns. One determined that 4 companies that it represents 45 % do not realize any commercial strategy for the promotion and advertising of the product. The incident of consumption of the oil is 29 % and the remaining one 71 % does not consume it. The principal clients present good acquisitive capacity that they relapse into the adults that the foreign tourists represent 44 % followed by the major adult 33 % and the remaining one 23 %. The frequency of purchase of the oil is a monthly 44 %, half-yearly 31 % and quarterly 27 %, which they are related to the familiar or personal consumption. The effects in the socioeconomic development of the Region of Martin of consuming the oil of sacha inchi has positive influence in the health of the settler representing 67 % and the remaining one 33 % will reverberate in diminishing the poverty of the farmers. The first motive of consumption is for his nourishing properties that it represents 78 % and the second motive is for the prevention of diseases that constitutes 22 %. The sacha inchi is an alternative culture to generate economic income, employments in the agriculture and agroindustry, improving hereby the standard of life of the population Sanmartinense.