Positioning of the company AGROCOMSA versus the commercial agrochemical houses of the city of Jalapa in the year 2018

Abstract

This article contains the main results of the research carried out in the company AGROCOMSA that sells agrochemicals which is located in the city of Jalapa, in northern Nicaragua. The study deals with the “positioning of the company AGROCOMSA concerning the commercial agrochemical houses of the city of Jalapa in the year 2018”. Thus configuring a competitive map of this sector with the other agrochemical services, and the essential attributes for consumers when deciding to purchase. The methodological design is mixed because it includes the analysis of qualitative and quantitative variables validated for the study of positioning, is applied type and is based on a pragmatic paradigm: transverse cutting and simple random probabilistic sampling. The research universe consists of 2000 producers of the city of Jalapa, and five agrochemical services, one of which is AGROCOMSA. The information was collected using instruments such as consumer surveys and interviews with managers. The survey was analyzed in Microsoft Excel. The main results of the study show that the AGROCOMSA is positioned as one of the three agro-recognition services for companies in the city of Jalapa, this market segment is highly identifiable and very rigid to carry out its purchases.