ESTUDIO DE LA MERCADOTECNIA EN LA COMPRA Y VENTA DE MIEL: UN ANÁLISIS FACTORIAL

This research describes and analyzes the commercial actions being conducted in six groups ofproducers bee located on the periphery of the state capital of Puebla, Mexico. We study theguidelines that have developed around the marketing as a discipline dedicated to analysis andimplications of commercial actions, taking as a hub consumer preferences. There is some useof marketing tools in selling practices carried out by small groups of producers of honey, withthe implementation of factor analysis. We found that the actions that develop commercialproducers and honey producers are limited to continue with their daily practice of selling whatthey produce rather than mainstream approach mercadológico to produce what consumers arewilling to buy and pay. The orientation of marketing that is focused primarily applied to theproduction phase, to ensure the acquisition of its product and promoting its sale, even withoutincorporating current trends show that the needs and preferences of consumers and the marketwhere participating.