In the present investigation, it seeks to analyze the agroecological factor as an attribute of the milk product in the construction of the brand of farmers that produce and market agroecological milk in the canton Cuenca. This article analyzes the results of the surveys applied to a sample of 384 people from the urban sector of the canton Cuenca of social class C-, D, (lower middle class, low according to (INEC, 2011)). Using data collection techniques in which structured surveys were obtained, obtaining quantitative and qualitative data, tastes and preferences, consumer characteristics were analyzed with multivariable statistical analysis, positioning maps, options and perceptions about ecological and organic. The results show that 12% do not consume dairy products and 88% do consume. Additionally, results were obtained in the type of milk they consume, milk brands in the Top of Mind, positioning map in relation to milk brand attributes, and information on agroecological food. With this research, the companies that produce and sell milk, which are owned in the city of Cuenca, are also known, having as one of the main conclusions that none of these companies that worry about being agroecological.
|Translated title of the contribution||The influence of the agroecological factor as an attribute in the brand construction of the milk product|
|Original language||Spanish (Ecuador)|
|State||Published - 5 Feb 2021|