SUSTAINABILITY OF RURAL AGROBUSINESS

THROUGH E-COMMERCE INFORMATION

SYSTEMS

Ing. Rosa Huaraca Aparco, MSc.

Blg. María Del Carmen Delgado Lime, Dra.
Ing. Fidelia Tapia Tadeo, MSc.
Ing. Fredy Taipe Pardo, MSc.
Ing. Henry Palomino Rincon, MSc.
Lic. Rosa Nelida Ascue Ruiz, MSc.
Ing. Víctor Chacón Sánchez, Dr.

Professional School of Agroindustrial Engineering

Characteristics of the agricultural market of the case study
• The province is located in the zone of high frequency of
meteorological events.
• Difficulties with the transport of products: milk, vegetables
and Andean grains
• Inflexibility of purchase prices.
• Incipient or no marketing approach.
• Non-compliance with technical quality standards of the
products, resulting in customer discontent and production
losses.
• Non-conformities of the productive forms in the process of
economic contracting of the association
Methodology
The research is qualitative-descriptive, with a sampleof
.
productive activities composedof four rural associations, each
association integrates da 100 partners producing milk,organic
vegetables, Andean grains and guinea pig breeding in the
province of Andahuaylas, Peru. The rural businesses were:
Asociacion Aprolenvisa-San Jerónimo, alegres de centro
Humaca Andarapa, granosoro de Humaca and Hotifresh
Tapaya. The business activity is to produce and market, fresh
milk, dairy derivatives, Andean grains; horganic ortalizas and
production of guinea pig at the level of the Apurimac region. It
was developed through the isthic-logical methodology and the
in-depth interview, through interviews, observation of the
participants, theoretical triangulation and modeling. These
methods were used to diagnose the state of the situation of
the information systems strategies to implement e-commerce
Area of study
The study was carried out in the province of
Andahuaylas, Andean region of deep Peru,
with a local altitude of 2935 m.a.s.l.m (13°42
́S.73°24 ́O). The districts identified for the study
were Andarapa, San Jeronimo, Andahuaylas
and Talavera, the rural areas of each
intervention area have potential agribusiness
activity.
 Results
Sociodemographic profile
 Description of productive activities in rural agribusiness

45

40

35

30

25

20

15

10

0
Milk and derivatives Andean grains Organic vegetables Guinea pig farming

Productive activities
Diagnosis of commercial management

• Insufficiencies in the attention and dissatisfaction of the needs of the client. The means
used by the association to meet the needs of customers are inefficient. This causes
deficiencies in the sales of the association and decreases customer satisfaction.
• Inefficient integration of ICT in the commercial field of partnership management. This
lack reduces the efficiency in the execution of the commercialization of its products in
its commercial scope.
• Limited automation of the association's business model. The association develops a
traditional business model that does not take advantage of the potential advantages
offered by digital technologies for sales and business. This restriction affects the
execution of the association's business processes and hinders their development.
• Absence and lack of techniques and knowledge in the field of marketing, lack of
knowledge in marketing strategies with technological means in the association causes
losses of potential in the products and services offered.
Proposal of e-commerce development strategies Information systems implementation strategies

Stage I: Diagnosis.
In this a market study was made in which the associationis
operated on the properties of the marketed product. This
phase helps to uncover the weaknesses of the association's
trading model.

Stage II: Planning.

In this period, several activitieswere used through the
use of digital tools, which contribute to increase the
marketing of commerce and the perception of new
consumers commercial allies.

Stage III: Implementation
The strategy was implemented through the resources defined in
the previous phases in correspondence with the legality,
technological, commercial and business foundations of the
association
Stage IV: Follow-up and feedback
Evaluate the functioning of the strategy
by measuring the economy and business
of the company performance: levels of
purchase and commercialization, market
increase, the operating costs of the
organization and consumers satisfaction
Examine consumer behavior on the
organization's web portal
Professional School of Agroindustrial Engineering