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Abstract

This research describes and analyzes the commercial actions being conducted in six groups of producers bee located on the periphery of the state capital of Puebla, Mexico. We study the guidelines that have developed around the marketing as a discipline dedicated to analysis and implications of commercial actions, taking as a hub consumer preferences. There is some use of marketing tools in selling practices carried out by small groups of producers of honey, with the implementation of factor analysis. We found that the actions that develop commercial producers and honey producers are limited to continue with their daily practice of selling what they produce rather than mainstream approach mercadológico to produce what consumers are willing to buy and pay. The orientation of marketing that is focused primarily applied to the production phase, to ensure the acquisition of its product and promoting its sale, even without incorporating current trends show that the needs and preferences of consumers and the market where participating.

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