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Benefits and Change in Business Strategies from Ag-Marketing Education in Puerto Rico

Alexandra Gregory, Gladys González-Martínez, Jorge A. Gonzalez-Soto, PhD, and Roxana Aponte

Summary

Farmers and ranchers in Puerto Rico need more marketing skills, so they can manage marketing risks. This project proposed to deliver marketing skills and consumer economics education to two groups in Puerto Rico. To achieve objectives we proposed to offer 24 hours of training in the following topics: Managing Risks, Introduction to Marketing, Market Trends and Introduction to Microeconomics, Market Segmentation and Target Market, Decisions based on a Consumer Approach, Introduction to Market and Consumer Research, Developing Marketing Plan, Developing a Business Plan, and Promotion and Importance of promoting in Social Networks. A follow-up questionnaire was design to determine if participants are using their marketing education to improve their business and prepare their business plan and marketing plan. The poster presentation include results from the follow-up questionnaires for both groups of farmers and ranchers to determine the impact of educational activities and materials with their marketing and business strategies.

Details

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