La incidencia de la denominación de origen (DO) en el comportamiento de compra del consumidor de café en el cantónQuito, 2019

Abstract

Abstract: The Designation of Origin (DO) is a special type of geographical indication, which is applied to products that have a specific quality, derived from a certain territory. The main objective of this work is to establish the incidence of the DO in the purchasing behavior of coffee consumers in the Quito canton, 2019. It is part of a broader project, promoted by the UTPL. The methodology used was based on three types of research: bibliographic, exploratory and descriptive. The first chapter presents a conceptual basis for OD, using secondary sources. The second describes the situation of the coffee market in the world and Ecuador, based on data from specialized international and national organizations. The third, the analysis of results obtained in the survey. And the fourth, a positioning proposal for coffee from Loja with DO, in Quito. The results of the research showed that there is great potential to position products with DO, such as coffee. This study presents the main conclusions and recommendations as a contribution to the research initiated by the UTPL.