Distribution strategies from the perspective of intermediaries in the commercialization of dried fruits in Florencia, Caquetá

Abstract

The dried fruit distribution market in Florencia, Caquetá, is made up of a network of reseller intermediaries that play an important role in the distribution and commercialization of these products. Studying this market allows understanding aspects concerning the type of intermediary, the brands and dried fruits they sell, the current relationship with suppliers and their payment conditions, as well as the distribution strategies defined for commercialization. The study is descriptive with a mixed approach, its population and sample size refers to 21 commercial establishments including supermarkets, health food stores and specialized stores, which are known to commercialize dehydrated fruits; as data collection techniques we have the survey and interview, the latter applied to a processor of dehydrated fruits in the Caqueteña region. When applying the information collection instruments, it is found that the distributor market makes use of the intensive distribution strategy, achieving that commercial platforms from which information is taken direct their efforts not only to the final consumer, but also to the retail and retailer channel, thus seeking to penetrate diverse consumer segments. Likewise, according to the marketing actions carried out between intermediaries and manufacturers, it is defined that the strategy of supply stimulation is used.  The brands that are marketed are national and local, confirming that their suppliers are mostly national and a minority are local.