NIVEL DE ACEPTACIÓN Y COMERCIALIZACIÓN DEL CHOCOLATE DE LA ASOCIACIÓN AGRO-ARTESANAL WIÑAK EN CANTÓN ARCHIDONA DE LA PROVINCIA DE NAPO

Abstract

The Wiñak Agro-Artisanal Asociation in Archidona has achieved international recognition with its fine chocolate, however, it faces significant callenges at the local level due to poor distribution, lack of product awareness and lack of marketing strategies adapted to the region. The main areas requiring attention include an assessment of the provincial market, rivalry, distribution channels, price, product quality and consumer perception. To address these challenges, the general objective of measuring the level of acceptance and marketing of Wiñak chocolate in Archidona has been proposed. This general purpose is divided into three specific ones: first, to analyze the reception and sale of chocolate through a situation analysis; second, to assess the results obtained to understand the current degree of acceptance and sale. The findings show that 93% of respondents (354 out of 379 people) prefer chocolate in bars, which highlights the relevance of this format in desing and production. With the results obtained, a report was prepared with recommendations to improve the acceptance and marketing of the product.