CANALES DE DISTRIBUCIÓN Y CAPTACIÓN DE NUEVOS MERCADOS : CASO DE ESTUDIO , MICROEMPRESA PICANDO ANDO DE PORTOVIEJO

Distribution channels are means of commercialization used in the commercial process by manufacturers and intermediaries (retailer - wholesaler) to get the goods to consumers. This research project arises from the lack of awareness of the products of the brand PICANDO ANDO by consumers, with the goal of attracting new markets for marketing, allowing mass consumption of these p roducts in different sectors of the city of Portoviejo, making use of the stores of neighborhoods and pantries. In the research process the methods used were: exploratory, descriptive and bibliographic, and similarly, research techniques such as, the inter view, made to the owner of the microenterprise to know the current situation of the same, and surveys aimed at the citizens and owners of the retail stores that evidenced the preferences and acceptance of the products in their order. Within the results of this investigation we have: the ignorance of the brand at the popular level, the predisposition to sell and consume the products by the owners of the neighborhood stores and the citizenship, therefore, the design of the action plan for the application of t he indirect short distribution channel, the same that allows them an adequate commercialization for PICANDO ANDO products, the opening of new markets, the increase in sales and the positioning of the brand