The use of marketing on tourism: handicrafts market development of kichwa community Mandari Panga, Orellana, Ecuador
The aim of this research was developing the handicrafts market of kichwa community Mandari Panga, located at Orellana Province, Ecuador, for guiding the handicraft activity carried out by the community residents for several years. The supply and demand was characterized by a market research (surveys...
| Autores: | , , , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2016 |
| País: | Ecuador |
| Recursos: | Universidad Central del Ecuador |
| Repositório: | Revista Siembra |
| Idioma: | espanhol |
| OAI Identifier: | oai:revistadigital.uce.edu.ec:article/286 |
| Acesso em linha: | https://revistadigital.uce.edu.ec/index.php/SIEMBRA/article/view/286 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Estudio de mercado producto precio promoción distribución Market research product Price promotion place |
| Resumo: | The aim of this research was developing the handicrafts market of kichwa community Mandari Panga, located at Orellana Province, Ecuador, for guiding the handicraft activity carried out by the community residents for several years. The supply and demand was characterized by a market research (surveys, interviews and workshops), handicrafts prices were determined and promotion and distribution were defined. Classic marketing mix variables (product, price, promotion and place) were considered for channeling the demand choices and responding appropriately the current market’s needs. As result, the proposal emphasizes on response to demand, product innovation and adding value. In addition, prices were established for satisfying the needs of craftsmen and buyers, mixed distribution strategy was set, and handicraft promotion by brand and logo was selected. |
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