Marketing channels used in Ecuador of industrialized tomato products

Abstract

Marketing channels are defined as a set of interdependent organizations that act systematically and intervene in the flow where products and services circulate from their origin to the end consumer, through sales management and commercial spaces. The purpose of the study is to address the understanding of the marketing channels for industrialized products with special attention to tomato concentrate, ketchup sauce, dehydrated tomato, and tomato sauce for kidney tomato. The methodology that was used was a study to review the qualitative narrative literature through the SALSA (Search, Evaluate, Synthesize and Analyze) method to process information. The results show that tomato concentrate, and ketchup are better marketed through the traditional marketing system using a medium complexity channel. Dried tomato is best sold by direct sales to the consumer, while tomato sauce is sold through the mixed marketing system. To promote the commercialization of industrialized tomato products, it is recommended to promote the electronic, automated and audiovisual channel to reach more consumers. Future recommendations are aimed at establishing dependencies between marketing channels, studying new forms of sales such as electronic commerce (social networks) and implementing quality management systems to market industrialized products.