Resumo

GUTIERREZ M., LUZ MARINA; RODRIGUEZ C., LUIS FELIPE  e  BERMUDEZ C., LILIA TERESA. Feasibility of a cooperative commercial association for horticultural products in the Distrito de Riego del Alto Chicamocha. rev.colomb.cienc.hortic. [online]. 2013, vol.7, n.1, pp.62-74. ISSN 2011-2173.

In response to the need for a commercial organization that would facilitate the marketing of horticultural products in the Distrito de Riego del Alto Chicamocha (Irrigation District of the Upper Chicamocha River) in Boyacá (Colombia), a survey was conducted among producers, dealers and consumers, which analyzed all the factors that have noticeable influence on the production and commercialization process. According to the results, it is necessary to establish a cooperative-type service organization, which would act as the marketing agent between the associates and the consumers. This organization should be located in the municipality of Duitama for strategic marketing and, therefore, the ability to contribute to the associability of the producers from production to marketing. Thereby, the producers will be able to focus their efforts to meet the needs of the market, both in quality and quantity; regulating prices, decreasing intermediaries and increasing income.

Palavras-chave : horticulturists; marketing; organizations; commercial association; productive chain.

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