Nivel de aceptación del producto Chamoy y Mermelada de Jamaica en la Provincia de Napo

Abstract

This study aimed to evaluate the acceptance level of chamoy and hibiscus jam among consumers in the Napo province, Ecuador. It identified a lack of previous research on these products in the region, highlighting the need to explore their market potential. The research employed a mixed approach, using descriptive methods and surveys of 390 people to assess their knowledge, interest, and willingness to purchase.Results showed high familiarity with hibiscus flower and strong openness to trying new products, especially the jam. Factors such as flavor, use of natural ingredients, and glass jar packaging were key to acceptance. Most respondents were willing to pay between $2 and $4 for 250 ml jars. Tastings and social media advertising were identified as effective strategies for product introduction.A marketing strategy based on the 4Ps (Product, Price, Place, and Promotion) with an estimated budget of $1,397 is proposed. It is recommended to launch both products with a local identity, emphasizing their nutritional benefits. This study contributes to the development of local entrepreneurship and the diversification of agroindustrial offerings in Napo.