MARKETING STRATEGIES FOR AGRICULTURAL PRODUCTS AND THEIR RELATIONSHIP WITH PRODUCTIVITY IN THE COMMERCIAL WAREHOUSES OF THE JIPIJAPA CANTON

Abstract

Agricultural production can be considered as the backbone of commerce in Manabí. More than 60% of rural workers work in the agricultural sector. Agriculture refers to the cultivation of the land and the raising of animals and plants to provide food, medicinal plants with fiber and other products to support the quality of life. The role of the agricultural sector varies considerably when urbanization and labor migration in the economy are inviting greater opportunities for agricultural workers to sustain production levels, thus emphasizing the transformation of the sector at the hands of agricultural producers and agro-entrepreneurs. The raw material generated by Jipijapa is largely concentrated in agricultural products such as corn, orange, coffee, cassava, and in a second order, bananas, rice, and peanuts, among others. In addition to this, products such as livestock, poultry and fishing are also contributing significantly to the local economy in an increasing way. Under this premise, the present research intends to discern the most optimal marketing strategies to promote productivity in commercial warehouses in the Jipijapa City.

Keywords: agricultural production, production, marketing, commercial warehouses.