Characterization of the Production and Commercialization Process of Tilapia Aquaculturists from Laguna de Tres Palos, Acapulco, Guerrero

Objective: To characterize the production process and commercialization channels of tilapia (Oreochromis niloticus) farmed in floating cages by producers from the Laguna de Tres Palos, Acapulco, Guerrero and to propose a marketing strategy. Design/Methodology/Approach: The design consisted of a quantitative and qualitative approach and included a descriptive and cross-sectional scope. In addition, a non-probability convenience sampling and a semi-structured questionnaire with closed and open-ended questions were used. The questionnaire included overall producer and commercialization data. The SPSS software and the coding method were used to analyze the information. Results: Producers have a low organization level which, consequently, favors buyers in the tilapia sale negotiation. Likewise, tilapia aquaculturists use a traditional commercialization approach, which the producers believe to be an acceptable income. Study Limitations/Implications: The non-probabilistic convenience sampling design used means that the results of this study are exclusive to the analyzed sample. Consequently, the results of this study cannot be applied to all aquaculture producers in Laguna de Tres Palos. Probabilistic sampling should be used in future research to confirm these results at a population level. Findings/Conclusions: A better integration of the different stages of the process could improve tilapia production and commercialization. In addition, including advertising and awareness-raising campaigns about tilapia consumption is recommended.