El café de altura ecuatoriano y su proyección comercial en los medios sociales

Resumo

Biodiversity and climate in the province of Loja (Costa-Sierra de Ecuador) allow to develop a variety of crafts and local products, how coffee tall, one of the products for international export contributing to its economic development. Coffee cultivation in close harmony with the flora and fauna, between 1,400 and 1,800 meters above sea level, it has the name of coffee tall by the organoleptic characteristics they are greatly appreciated. At present there are two varieties: Arabic (Coffea arabica) and Robusta (Coffea canefhora), the production is performed by more 22 craftsmen from Quilanga, Gonzanamá, Espindola, Calvas and Sozoranga and state support groups. Among the most recognized coffee brands are the "Café Ecológico las Aradas," "Papa Café", "Café Andes Ecuador" and "Cafe Victoria". With the export seeks to gain and consolidate important markets like US, Australia, Japan, Canada or Sweden with small quality productions, so the role of marketing reaches a strategic importance. In relation to this, the aim of this paper is to determine the visibility and positioning coffee Ecuadorian height is social media and how it projects its identity to achieve a strong brand image in the consumer's mind. Specifically, the research focuses on the social network Facebook by having greatest affect overall and provide a great interactive potential. The objective is to conduct an exploratory study through the online tool, LikeAlyzer. The results showed that many coffee tall brands Ecuadorian are on the social network Facebook but not all use them with the same criteria and results.