Incidencia de la denominación de origen en el comportamiento compra del consumidor de café en Santo Domingo de los Tsáchilas,año 2020

Abstract

Abstract:This research work constitutes an analysis study on the purchase of coffee from Loja with a denomination of origin in the city of Santo Domingo de los Tsáchilas, with the aim of knowing consumerpreferences regarding this drink, specifying in knowing the cognitive point of view, affective and consumption that a person has when buying this product. In order to carry out a complete investigation, the bibliographic, exploratory and descriptive methodology was used, using inductive and deductive methods, which allowed us to validate the information obtained from the online survey carried out with the residents of the canton, allowing us to know the importance of the commercialization of coffee. of Loja with denomination of origin. The work synthesizes that the lack of knowledge about the denomination of origin issue is considerable since the population does not know which products carry this type of quality certification, therefore it is finalized with a promotion plan which would serve to reach people and sales and consumption increases.