Estrategias para la sostenibilidad en la comercialización de productos de gramíneas en la ciudad de Cuenca

Abstract

This study analyzes the economic and social context of all grain traders in the canton of Cuenca, Ecuador, and evaluates the reliability of the survey used. The Gross Value Added (GVA) of cereal production and the rural unemployment rate, which was 1.3% until April 2024, were examined. Additionally, a survey was administered to traders in six markets in Cuenca to obtain data on the distribution of vendors, type of trader (retailer or wholesaler), experience, product variety, restocking times, and customer acquisition strategies. The results indicate that the Mercado “3 de Noviembre” has the highest percentage of vendors, most of whom are retailers with over 10 years of experience, and profit margins do not exceed 20%. The reliability of the questionnaire, initially low (α = 0.46), improved to 0.81 after adjusting the variables. The study provides a detailed overview of the grain sector in Azuay and validates the questionnaire used, highlighting the importance of adjusting data collection tools to enhance their accuracy.