La Influencia del Factor Agroecológico como Atributo en la Construcción de Marca del Producto Leche

This research seeks to analyze the agroecological factor as an attribute of the milk product in the construction of the brand of farmers who produce and market agroecological milk in the canton of Cuenca. This article analyzes the results of the surveys applied to a sample of 384 people in the urban sector of the Cuenca canton of social class C-, D,(lower middle class , low according to (INEC, 2011)). Using data collection techniques in which structured surveys were conducted to obtain quantitative and qualitative data, we analyzed tastes and preferences, consumer characteristics with multivariate statistical analysis, positioning maps, options and perceptions about ecological and organic products. The results show that 12% do not consume dairy products and 88% do. Additionally, results were obtained on the type of milk consumed, milk brands in the Top of Mind, positioning map in relation to attributes of milk brands, and information on agro-ecological food. With this research, it is also made known the milk producing and marketing companies, which are positioned in the city of Cuenca, having as one of the main conclusions that none of these companies is concerned about being agroecological.