Análisis comparativo de las estrategias de comercialización de la oferta de pitahaya para las exportaciones en el sector de Palora-Morona Santiago y Pedro Vicente Maldonado-Pichincha.

Abstract

The exportable production of Ecuadorian pitahaya has positioned itself little by little in the world. Asia is mainly the favorite destination of the national harvest and has even been given a name to the fruit "the fruit of the devil", the national fruit has been climbing in preference and this contrasts with the minimum conditions necessary for production, since it implies planning according to the seasonality and sustainability of commercial relationships, and its potential growth necessarily depends on the promotion and marketing strategies that tend to be applied in those markets that have opened the doors to the exchange of goods and food, which constitute always a critical knot in the relations of economic exchange between nations. Producers and exporters of fruit in the provinces of Palora and Pichincha have similar criteria, which were surveyed through a survey focused on the specific sector in which it operates. The convergent criteria point to the need to make structural reforms in the way an export product is offered that can make an interesting contribution to the diversification of the trade balance and attract non-traditional customers to the commercial society with Ecuador. Exporters base their analysis on requesting government assistance, ease of financing and active participation in promotional events of the different business channels.