Diseña de estrategias de comunicación para promover el consumo del Palmito en Ciudad de Guayaquil, Año 2017
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El proyecto de investigación trata sobre el diseño estrategias de comunicación para promover el consumo del palmito en la ciudad de Guayaquil, año 2017, dichas estrategias brindan varias alternativas para conocer el palmito como un alimento nutritivo y saludable que se puede incluir en la alimentación diaria, dándole al pequeño productor de palmito otra opción de comercializar el vegetal a nivel nacional, para seguir con la actividad de la agricultura y de esta manera no solo dependa de las exportaciones que en los últimos 3 años está presentando decrecimiento. Se ha definido que el palmito es un producto con muchas proteínas, de muy fácil digestión y bajo en calorías siendo excelente alimento para dietas. Este producto se extrae de la palmera del chontaduro, es la base anillada de las hojas sin abrir, son ricos en potasio contribuyendo al funcionamiento de las células, del corazón, del sistema nervioso entre otros. En la investigación de campo realizada, se expuso muestras debidamente calculadas del grupo en estudio las cuales fueron parte fundamental para ayudar a establecer en datos numéricos las preferencias de los consumidores y la percepción que tienen los habitantes de Guayaquil sobre el palmito, la frecuencia de uso con sus respectivas conclusiones y recomendaciones. Hoy en día los medios de comunicación están en constante evolución y se han hecho parte de la vida cotidiana, gracias a la facilidad de acceso a tecnologías y programas cada vez más globalizados como las redes sociales, siendo una herramienta masiva para brindar información con respecto al tema investigado, y cada punto fue importante para facilitar el desarrollo de estrategias de comunicación para que la población guayaquileña pueda conocer y consumir este beneficioso vegetal. Para finalizar se demostró que el proyecto arroja datos favorables resultando viable para ponerlo en marcha aportando a la economía del palmicultor.
The research project is about the design of communication strategies to promote the consumption of palmito in the city of Guayaquil, in 2017, these strategies provide several alternatives to know the palmito as a nutritious and healthy food that can be included in daily food, giving the small palmito producer another option of commercialize the vegetable at the national level, to continue with the activity of agriculture and in this way not only depend on the exports that in the last 3 years is showing decrease. It has been defined that palmito is a product with many proteins, of very easy digestion and low in calories being excellent food for diets. This product is extracted from the palm of Chontaduro, is the ringed base of unopened leaves, and are rich in potassium contributing to the functioning of cells, heart, and nervous system among others. In the field research carried out, duly calculated samples of the study group were exposed, which were fundamental to help establish in numerical data the preferences of the consumers and the perception that the inhabitants of Guayaquil have on the palmito, frequency of use with their respective conclusions and recommendations. Nowadays, the media are constantly evolving and have become part of everyday life, thanks to the ease of access to increasingly globalized technologies and programs such as social networks, being a massive tool to provide information on the subject investigated, and each point was important to facilitate the development of communication strategies for the Guayaquil population to know and consume this beneficial vegetable. Finally, it was shown that the project threw favorable data and is viable to put it into action contributing to the economy of the palmicultor.
The research project is about the design of communication strategies to promote the consumption of palmito in the city of Guayaquil, in 2017, these strategies provide several alternatives to know the palmito as a nutritious and healthy food that can be included in daily food, giving the small palmito producer another option of commercialize the vegetable at the national level, to continue with the activity of agriculture and in this way not only depend on the exports that in the last 3 years is showing decrease. It has been defined that palmito is a product with many proteins, of very easy digestion and low in calories being excellent food for diets. This product is extracted from the palm of Chontaduro, is the ringed base of unopened leaves, and are rich in potassium contributing to the functioning of cells, heart, and nervous system among others. In the field research carried out, duly calculated samples of the study group were exposed, which were fundamental to help establish in numerical data the preferences of the consumers and the perception that the inhabitants of Guayaquil have on the palmito, frequency of use with their respective conclusions and recommendations. Nowadays, the media are constantly evolving and have become part of everyday life, thanks to the ease of access to increasingly globalized technologies and programs such as social networks, being a massive tool to provide information on the subject investigated, and each point was important to facilitate the development of communication strategies for the Guayaquil population to know and consume this beneficial vegetable. Finally, it was shown that the project threw favorable data and is viable to put it into action contributing to the economy of the palmicultor.
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PALMITO, ESTRTETEGÍAS DE COMUNICACIÓN, CONSUMO, EXPORTACIONES