Mora: ¿Fuente De Ingresos Para Productores Y Comercializadores?. Un Enfoque Desde El Análisis De La Dinámica Del Mercado De Las Familias De La Ciudad De Riobamba. Estudio De Caso: Parroquia El Altar, Ecuador.

Agriculture is one of the main economic activities in Ecuador, and it is fundamental to an economy in terms of food security. Currently, the country is involved in a process of changing its production system. Its main objective is to carry out the substitution of exports for imports and the generation of added value. In order to achieve these goals, agriculture is considered as a dynamic element of the rural Andean regions. El Altar is a rural parish located in the Penipe area of Chimborazo Province. Due to its particular geographical location, El Altar has several climates ranging from the subtropical to the high altitude plane. This climate facilitates the development of a heterogeneous agriculture. In this mix, the cultivation of blackberries has developed into an important economy activity for the parish inhabitants. Consequently, based on an analysis of the demand of the competition and a calculation of the objective demand, we determined the likely acceptance of families in Riobamba to consume the blackberries cultivated in the El Altar parish. Also, we ascertain the possibility of the producers to expand their market and the profit the seller could receive. In conclusion, it was found that families in Riobamba would like to consume the blackberry cultivated from El Altar. However, this activity could generate significant economic benefits for the producers and commercial sellers of this fruit