Consumption trends of cocoa derivatives in Ecuador

Abstract

Cocoa continues to be an important commodity for Ecuador, given its worldwide recognition as one of the largest producers of fine and aromatic cocoa and the large number of products that are made from its raw material in the areas of food, cosmetology, and pharmaceuticals. As a commodity whose production, marketing and consumption generate an important source of income for the region of Manabí (Ecuador), it is always relevant to study the behavior of each of the links in its value chain. Therefore, the objective of this field research is to identify the consumption trends of products derived from this important raw material, distinguishing tastes and preferences of Manabí consumers, in order to serve for business decision making in the face of commercial opportunities that may arise to introduce and position this type of products in the national and global markets.  For this purpose, the study was based on a descriptive-exploratory methodology and the technique of simple random probability sampling was applied and the quantitative data allowed to deduce valuable results, among which stands out the identification of the consumer profile of cocoa derivatives in Manabí, whose characteristics such as majority age group consumer of the product, frequency, prices, places, types of products consumed, factors of purchase decision and other elements that are highlighted in this work.