Fuentes de valor en el mercado agroalimentarioaplicación empírica a productos de bajo precio relativo

Abstract

The aim of this thesis is to investigate sources of value of agri-food products in products of low relative price in economies with different degrees of development. To this end, two market research have been carried out in each of the countries studied, Spain and Ecuador, respectively. The results have led to the conclusion that a more functional, airtight and practical packaging allows to add more value to the product. Similarly, there are sources of value in the rice market in developing economies, including performance and to which we add those differential intrinsic properties such as the variety of rice associated with a specific origin or a particular production method. Likewise, the brand is shaping up as a quality signal that gives value to higher-income consumers. It has been concluded that by adapting the product to the new demands of the market, improving the conservation of the intrinsic properties of sugar and its use value and offering higher yield rice; it is possible to add value to the product. It has also been found that the investment in notoriety and brand image serve to improve the competitiveness of the company and differentiate more products in national and international markets.