Characterization of the tilapia production and marketing process of aquaculture farmers in locations of Laguna de Tres Palos, Acapulco, Guerrero

Abstract

Objective: To characterize the production process and marketing channels for tilapia farmed in floating cages by farmers in the Tres Palos Lagoon, Acapulco, Guerrero, to propose a marketing strategy.

Design/methodology/approach: The design used a quantitative and qualitative approach, with a descriptive and cross-sectional scope. Non-probability convenience sampling was used, and a semi-structured questionnaire with closed and open-ended questions was used. The questionnaire included general producer and marketing data. The data was analyzed using the SPSS software and the coding method.

Results: The production process takes place with a low level of organization, creating favorable conditions for buyers during the negotiation of the sale of tilapia. Likewise, the commercialization of tilapias grown in cages occurs in a traditional way, being the income obtained from the sale of their product, perceived as acceptable by the aquaculturists.

Study limitations /implications: The results contribute to future research, including evaluation of economic profitability and digital marketing in the region.

Findings/conclusions: By outlining the tilapia production and marketing process, it could be improved through better integration of the different stages of the process, with advertising campaigns and awareness-raising campaigns for tilapia consumption.