Mercadotecnia y comercialización en las pymes productoras de alimentos y bebidas artesanales en Mexicali
DOI:
https://doi.org/10.29105/vtga5.1-845Keywords:
marketing, SMEs, artisanal foods, MexicaliAbstract
In today’s society, creativity and necessity lead to the
creation of SMEs that operate in different economic sectors. This entrepreneurial opportunity is reflected in the
population of Mexicali, Baja California, Mexico, which
takes advantage of the production of the primary sector,
transforming raw materials into finished products to market for the consumption of the same community and tourists. This research has the objective of identifying the
way in which SMEs producing artisanal foods use the
marketing activities at the actual time of commercialize. The applied methodology had a non-experimental,
quantitative, transversal and descriptive design. The result obtained through the instrument found that more than
half of entrepreneurs have knowledge in marketing tools,
however, it is not the same proportion that uses these
tools in the commercialization of their products.
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