Investigación de mercado para mejorar la selección de canales de distribución para la empresa Shalcana de la Provincia de Napo.

Abstract

This research focused on determining optimal distribution channels for the Shalcana company in the Napo province, seeking to maximize its efficiency and reach in the artisanal natural wine market. A mixed-methods approach was used, combining quantitative data from 381 surveys of consumers in the Tena Canton with qualitative analysis, including interviews and observation, to identify shortcomings in the current distribution. The results indicated that 55% of consumers prefer to purchase wines in supermarkets and 29% in local stores, prioritizing convenience and proximity. A total of 61% of respondents showed a willingness to buy natural wines even at a higher price. Low brand recognition for Shalcana was detected (78% do not know the brand) and little advertising of natural wines in the area (60% have not seen promotions). The research proposes an improvement strategy that includes diversifying sales channels, formalizing commercial alliances, brand positioning campaigns, and digital management systems, associated with natural wines to improve Shalcana's positioning.