Resumo

BAZURTO-MACIAS, María De Los Ángeles; VERA-CEDENO, Jahaira María; NEGRIN-SOSA, Ernesto  e  MARQUEZ-BRAVO, Yessenia Johana. Critical success factors in peanut marketing in agro-production associations. Gestio et Productio [online]. 2024, vol.6, n.11, pp.4-17.  Epub 20-Dez-2024. ISSN 2739-0039.  https://doi.org/10.35381/gep.v6i11.150.

The general objective of the research was to describe the critical success factors in the commercialization of peanuts in agro-productive associations. The method developed in this research was based on the quantitative approach, using the documentary-bibliographic typology, which allowed the analysis of the object of study to be established. In addition, a survey was applied to the partners of the agro-productive associations and Cronbach's Alpha formula was used to measure reliability. These activities allowed for a better understanding of the challenges and opportunities in the sector. It was concluded that the partners of the associations consider several factors that ensure the success of peanut marketing. These factors play a vital role in the sustainability of the partnerships in the market. Reputation emerges as an essential resource, as it builds trust among consumers and fosters loyalty, which translates into increased customer retention.

Palavras-chave : Marketing; agricultural market; market structure.

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