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\b \f20 \fs25 \cf0 \b \f20 \fs25 \cf0 Produccin y Comercializacin de un Producto a Base de Quinua con \par}{\phpg\posx1805\pvpg\posy1989\absw8573\absh978 \sl-321 \b \f20 \fs25 \cf0 \fi1699 Sabor a Caf en la Ciudad de Guayaquil. \par}{\phpg\posx1805\pvpg\posy1989\absw8573\absh978 \sl-236 \par\b \f20 \fs25 \cf0 \fi232 {\b0 \fs18 Johanna}{\b0 \fs18 Estefana}{\b0 \fs18 Falcones}{\b0 \fs18 Garca}{\b0\up006 \fs11 (1)}{\b0 \fs18 Brenda}{\b0 \fs18 Natalia}{\b0 \fs18 Guambo}{\b0 \fs18 Novillo}{\b0\up006 \fs11 (2)}{\b0 \fs18 Mariela}{\b0 \fs18 Ivonne}{\b0 \fs18 Orellana }\par}{\phpg\posx2429\pvpg\posy3086\absw547\absh198 \f20 \fs18 \cf0 \f20 \fs18 \cf0 Ponce \par}{\phpg\posx2918\pvpg\posy3057\absw171\absh129 \f20 \fs11 \cf0 \f20 \fs11 \cf0 (3) \par}{\phpg\posx3187\pvpg\posy3086\absw6101\absh1025 \f20 \fs18 \cf0 \f20 \fs18 \cf0 MSc. Patricia Valdiviezo Valenzuela (Directora de Proyecto de Graduacin) \par}{\phpg\posx3187\pvpg\posy3086\absw6101\absh1025 \sl-227 \f20 \fs18 \cf0 \fi1394 Facultad de Economa y Negocios \par}{\phpg\posx3187\pvpg\posy3086\absw6101\absh1025 \sl-230 \f20 \fs18 \cf0 \fi775 Escuela Superior Politcnica del Litoral (ESPOL) \par}{\phpg\posx3187\pvpg\posy3086\absw6101\absh1025 \sl-230 \f20 \fs18 \cf0 \fi744 Campus Gustavo Galindo, Km 30.5 va Perimetral \par}{\phpg\posx3187\pvpg\posy3086\absw6101\absh1025 \sl-230 \f20 \fs18 \cf0 \fi1070 Apartado 09-01-5863. Guayaquil-Ecuador \par}{\phpg\posx9328\pvpg\posy3057\absw171\absh129 \f20 \fs11 \cf0 \f20 \fs11 \cf0 (4) \par}{\phpg\posx1838\pvpg\posy4236\absw8228\absh611 \f20 \fs18 \cf0 \fi1211 \f20 \fs18 \cf0 joesfalc@espol.edu.ec, brenguam@espol.edu.ec, miorella@espol.edu.ec \par}{\phpg\posx1838\pvpg\posy4236\absw8228\absh611 \sl-229 \par\f20 \fs18 \cf0 {\up006 \fs11 (4)} Escuela Superior Politcnica del Litoral, Ing. en Electricidad espc. Electrnica, pvaldi@espol.edu.ec \par}{\phpg\posx2134\pvpg\posy4896\absw171\absh129 \f20 \fs11 \cf0 \f20 \fs11 \cf0 (4) \par}{\phpg\posx2318\pvpg\posy4925\absw7455\absh698 \f20 \fs18 \cf0 \f20 \fs18 \cf0 Escuela Superior Politcnica del Litoral, Mster en Economa y Administracin de Empresas \par}{\phpg\posx2318\pvpg\posy4925\absw7455\absh698 \sl-273 \par\f20 \fs18 \cf0 \fi3163 {\b \fs21 Resumen }\par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \i \f20 \fs18 \cf0 \fi244 \i \f20 \fs18 \cf0 En la actualidad existen muchas personas quienes gustan del caf tradicional pero no pueden \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 consumirlo por motivos de salud, con lo cual se ubica a un mercado potencial que busca productos que \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-228 \i \f20 \fs18 \cf0 brinden aportes nutritivos y permitan experimentar un sabor muy cercano al caf. Con la elaboracin de \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 este proyecto se pretende determinar la posibilidad de desarrollar la Produccin y Comercializacin de \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 un producto a Base de Quinua con sabor a Caf en la ciudad de Guayaquil, cuyo objetivo es satisfacer la \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 necesidad existente en aquel mercado. El producto se comercializar bajo el nombre de "AYARA, caf de \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 Quinua" en empaques de 250 y 500 gramos, disponible en las principales cadenas de supermercados de \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 la ciudad. El estudio tcnico permiti determinar un mercado potencial aproximado de 183844 personas. \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-228 \i \f20 \fs18 \cf0 Adicionalmente se debe considerar que actualmente no existe un producto de iguales caractersticas que \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 represente competencia directa en el mercado, lo que incentiva la ejecucin de la idea de negocio. \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \par\i \f20 \fs18 \cf0 {\b\i0 Palabras}{\b\i0 Claves:} Produccin y comercializacin de un producto a base de Quinua. \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-250 \par\i \f20 \fs18 \cf0 \fi3806 {\b\i0 \fs21 Abstract }\par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-231 \par\i \f20 \fs18 \cf0 \fi244 Nowadays there are many people who enjoy traditional coffee but cannot consume it for health \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 reasons. Thus, a new potential market which looks for nutrition products with similar taste as coffee is \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 located. The present project tries to determine the possibility of developing the production and \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 commercialization of a product based on Quinoa with coffee taste in Guayaquil - Ecuador, which \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 objective is satisfy the existing need in the market. The product will be commercialized under the name \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-227 \i \f20 \fs18 \cf0 "AYARA, Quinoa coffee" in 250 and 500 grams packages available in the most important supermarket \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 companies of the city. The technical study allowed determining a potential market of approximately \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 183,844 persons in the city. In addition, is important to consider that at the present time there are no \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 products with similar characteristics that can be taken as direct competition in the market, thus providing \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-230 \i \f20 \fs18 \cf0 an incentive for the execution of the business idea. \par}{\phpg\posx1702\pvpg\posy5938\absw8769\absh5620 \sl-229 \par\i \f20 \fs18 \cf0 {\b\i0 Keywords:} Production and commercialization of a product based on Quinoa. \par}\sect\sectd\pard\plain\pgwsxn12240\pghsxn15840{\phpg\posx0\pvpg\posy0\absw12240\absh15840 \overlay{\*\shppict {\pict\jpegblip\picw612 \pich792\picwgoal12240 \pichgoal15840\picscalex135 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Marco Terico. \par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-232 \par\b \f20 \fs21 \cf0 \fi244 {\b0 \fs18 Caf}{\b0 \fs18 se}{\b0 \fs18 denomina}{\b0 \fs18 al}{\b0 \fs18 alimento}{\b0 \fs18 consumido }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 frecuentemente}{\b0 \fs18 como}{\b0 \fs18 bebida}{\b0 \fs18 que}{\b0 \fs18 se}{\b0 \fs18 obtiene}{\b0 \fs18 por}{\b0 \fs18 infusin }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 a}{\b0 \fs18 partir}{\b0 \fs18 de}{\b0 \fs18 los}{\b0 \fs18 frutos}{\b0 \fs18 y}{\b0 \fs18 semillas}{\b0 \fs18 del}{\b0 \fs18 cafeto}{\b0 \fs18 (Coffea),}{\b0 \fs18 que }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 contiene}{\b0 \fs18 una}{\b0 \fs18 sustancia}{\b0 \fs18 estimulante}{\b0 \fs18 llamada}{\b0 \fs18 cafena.}{\b0 \fs18 A }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-228 \b \f20 \fs21 \cf0 {\b0 \fs18 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considerada}{\b0 \fs18 como}{\b0 \fs18 un}{\b0 \fs18 sustituto}{\b0 \fs18 del}{\b0 \fs18 caf. }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 \fi244 {\b0 \fs18 La}{\b0 \fs18 quinua}{\b0 \fs18 es}{\b0 \fs18 una}{\b0 \fs18 fuente}{\b0 \fs18 vegetal}{\b0 \fs18 de}{\b0 \fs18 protenas, }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 minerales}{\b0 \fs18 y}{\b0 \fs18 nutrientes,}{\b0 \fs18 no}{\b0 \fs18 tanto}{\b0 \fs18 debido}{\b0 \fs18 a}{\b0 \fs18 su}{\b0 \fs18 cantidad}{\b0 \fs18 sino }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-227 \b \f20 \fs21 \cf0 {\b0 \fs18 a}{\b0 \fs18 su}{\b0 \fs18 calidad,}{\b0 \fs18 lo}{\b0 \fs18 cual}{\b0 \fs18 le}{\b0 \fs18 otorga}{\b0 \fs18 un}{\b0 \fs18 alto}{\b0 \fs18 valor}{\b0 \fs18 biolgico.}{\b0 \fs18 La }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 idea}{\b0 \fs18 del}{\b0 \fs18 caf}{\b0 \fs18 de}{\b0 \fs18 quinua}{\b0 \fs18 surge}{\b0 \fs18 de}{\b0 \fs18 la}{\b0 \fs18 necesidad}{\b0 \fs18 de}{\b0 \fs18 las }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 personas}{\b0 \fs18 por}{\b0 \fs18 consumir}{\b0 \fs18 un}{\b0 \fs18 producto}{\b0 \fs18 que}{\b0 \fs18 simule}{\b0 \fs18 el}{\b0 \fs18 sabor }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 del}{\b0 \fs18 caf}{\b0 \fs18 cotidiano}{\b0 \fs18 sin}{\b0 \fs18 afectar}{\b0 \fs18 su}{\b0 \fs18 salud.}{\b0 \fs18 A}{\b0 \fs18 travs}{\b0 \fs18 de}{\b0 \fs18 un }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 proceso}{\b0 \fs18 de}{\b0 \fs18 secado,}{\b0 \fs18 tostado}{\b0 \fs18 y}{\b0 \fs18 molido}{\b0 \fs18 se}{\b0 \fs18 obtiene}{\b0 \fs18 la}{\b0 \fs18 quinua }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-227 \b \f20 \fs21 \cf0 {\b0 \fs18 lista}{\b0 \fs18 para}{\b0 \fs18 pasar}{\b0 \fs18 o}{\b0 \fs18 filtrar}{\b0 \fs18 simulando}{\b0 \fs18 el}{\b0 \fs18 mtodo}{\b0 \fs18 de}{\b0 \fs18 caf }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 filtro}{\b0 \fs18 tradicional}{\b0 \fs18 permitiendo}{\b0 \fs18 al}{\b0 \fs18 consumidor}{\b0 \fs18 final }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 alcanzar}{\b0 \fs18 un}{\b0 \fs18 producto}{\b0 \fs18 de}{\b0 \fs18 alto}{\b0 \fs18 nivel}{\b0 \fs18 nutritivo}{\b0 \fs18 conservando }\par}{\phpg\posx1303\pvpg\posy1447\absw4710\absh10213 \sl-230 \b \f20 \fs21 \cf0 {\b0 \fs18 las}{\b0 \fs18 propiedades}{\b0 \fs18 naturales}{\b0 \fs18 del}{\b0 \fs18 mismo. }\par}{\phpg\posx6349\pvpg\posy1447\absw4708\absh10782 \b \f20 \fs21 \cf0 \b \f20 \fs21 \cf0 3. 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