Se considera comida rápida a toda clase de comida preparada de manera rápida, cómoda y por lo general barata y de amplia comercialización. El presente artículo contribuye con definiciones, características, ventajas y desventajas del producto, así como sus consecuencias en la salud en las personas. El objetivo fue identificar cual es la comida rápida de mayor consumo y a partir de este obtuvo el valor nutricional de la comida rápida que resultó consumida en mayor cantidad, así como también se conocieron cuáles son los factores que influyen en su consumo. La metodología que se empleó fue el enfoque cuantitativo y cualitativo, se aplicó encuestas a los estudiantes de Facultad de Ciencias Pecuarias de la Escuela Superior Politécnica de Chimborazo, periodo académico abril – agosto 2018, también se analizó los productos de mayor consumo en el laboratorio de la Facultad de Ciencias Pecuarias. El resultado obtenido demostró un alto porcentaje de estudiantes que consumen comida rápida a pesar de estar conscientes que es de mala calidad y que afecta a la salud. It is considered fast food to all kinds of food prepared in a fast, comfortable way and in general cheap and of extensive marketing. The present article contributes with definitions, characteristics, advantages and disadvantages of this product, such as its consequences related to people´s health. The aim was to identify which is the most consumed fast food and obtained its nutritional value that turns out to be mainly eaten, as well as knowing which are the factors that influence on its consumption. The methodology used is the quantitative and qualitative approach, surveys were applied to 108 students of the Career of Agroindustries of the Escuela Superior Politécnica de Chimborazo, during the academic period April - August, 2018, also the most consumed food were analyzed in the laboratory of the Animal Ground Sciences Faculty. Obtained results demonstrate a high percentage of students who consume fast food in spite of being conscious about its poor quality and health issues. Palabras claves: Comercialización, comida rápida, valor nutricional, impacto. Keywords: Marketing, fast food, nutritional value, impact.

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This article proposes a marketing plan for the extension of the line of natural frozen fruit pulp in the markets near the Nueva Unión campus such as the Naranjito, Bucay, and Cumandá areas. The marketing plan was developed based on the characterization of the targeted markets and the identification of business opportunities through marketing strategies focused on the product, branding, positioning, price, distribution, marketing, and promotion. The correct application of the plan can help position the pulp of FRUTOS DEL CAMPO fruit produced by the DECEMBER 12 association. Recently, there has been a huge surge in the number of people eating outside due to multiple occupations despite being aware of the importance of healthy eating. The survey of the targeted markets showed that the fruit pulp produced by the association of DECEMBER 12 was majorly demanded and supplied for the preparation of cocktails, ice creams, or juices. This has created opportunities for suppliers generating fruit pulp that facilitate the preparation of these food items and presenting an excellent quality that can satisfy customer requirements. Keywords: marketing plan, fruit pulp, target market, branding, marketing. Resumen El presente documento contiene un plan de mercadeo para extender su mercado a zonas aledañas del recinto Nueva Unión como Naranjito, Bucay y Cumandá con su línea de pulpa de fruta natural congelada, para ello esta investigación asentó su propósito con ánimo de contribuir con información necesaria que permita la caracterización del mercado objetivo y la identificación de oportunidades de negocio mediante estrategias de mercadeo enfocadas en el producto, branding, posicionamiento, precio, distribución, comercialización y promoción que permitan elaborar un plan de mercadeo que mediante su correcta aplicación ayuden a posicionar la pulpa de fruta FRUTOS DEL CAMPO producida en la asociación 12 de DICIEMBRE, ya que en los último años se ha observado un incremento en el número de personas que ingieren alimentos fuera del hogar debido a las múltiples ocupaciones a pesar de que son conscientes de la importancia de alimentarse de una manera sana y saludable. La información contenido es el resultado de una investigación de mercado para la pulpa producida por la asociación 12 de DICIEMBRE determinando la oferta y demanda de pulpa de fruta ya sea para hacer cocteles, helados o jugos, con encuestas aplicadas al mercado al que se pretende expandir, es decir, al mercado meta. Esta situación, ha creado oportunidades para los proveedores, generando materias primas que facilitan la preparación de aquellos alimentos que tienen como materia prima la pulpa de fruta y que a su vez posea una excelente calidad y satisfaga los requerimientos de los clientes. Palabras Clave: plan de mercadeo, pulpa de fruta, mercado meta, branding, comercialización.

Background: An economically active population refers to people involved in any economic activity, such as agriculture, livestock, or industry. This activity can supply benefits to its owners and may generate the growth of small businesses. Our study presents a qualitative analysis of the egg production in Ecuadorian Andean communities (Tzimbuto, Bayushig "La Liberad," and La Victoria "Pusuca.") Methods: Analysis was performed using a random sample of 81 hens and 29 eggs obtained from 65 producers, belonging to 50 farming families at the Utopia Community Fair. Zoometric characterization of the hens was carried out according to FAO protocols, and egg yolk quality, egg width and weight, and egg shell weight and thickness were calculated. The 65 producers were interviewed to answer questions pertaining to selling eggs, costs of production, and realized profit. The profit/cost indicator was calculated from the ratio of expenditure (egress) and total revenue of egg sales. Results: 84% of surveyed participants indicated that they purchase eggs for their nutritional value, 12% because the animals are raised with organic food, and 4% showed preference for the eggs’ special flavor. The quality analysis of the eggs sold at the Fair demonstrated that the average weight of the eggs was 47.24 g; the length was 55.24 mm; and the width was 41.66 mm; weight and thickness of the shell were 4.90 g and 0.42 mm, respectively. The color of the yolk had a brightness of 57.62 L*, 5.53 a* for red/green tones and 47.15 b* for yellow/blue tones. The costs to produce the eggs for the Fair was US$0.21 with a profit/cost of US$0.04 per egg; the unit sale price is US$0.25. Conclusions: 84% of surveyed participants indicated that they purchase eggs for their nutritional value, revealing the need to train the communities toward more efficient egg production.