Consumer behavior respect to the Marketing Mix in the market of semi-finished and finished cocoa products

Abstract

The objective of this study was to describe consumer behavior in relation to the elements of the marketing mix: product and communication in the market of semi-finished and finished products in the city of Quito-Ecuador. The methodology used was descriptive, quantitative, and bibliographic with a transversal cut, an online survey was applied to the Economically Active Population of the city of Quito with tastes and interests in semi-finished and finished cocoa products. The results showed the trends and preferences of consumers for innovative products with biodegradable characteristics and regarding communication, their inclination on digital communication, mainly through social networks. In addition, it was determined that there are a large number of consumers abroad since export data are high.

Keywords: Marketing, marketing mix, cocoa market.

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