Marketing sostenible y estrategias de comercialización de la boca vieja como alternativa de desarrollo territorial en Panamá

Martin Luther Jones Grinard

doi:10.70577/asce.v5i2.796

Authors

Martin Luther Jones Grinard Universidad de Panamá https://orcid.org/0000-0001-8722-8742

DOI:

https://doi.org/10.70577/asce.v5i2.796

Keywords:

Sustainable Marketing; Territorial Development; Fisheries Products; Perceived Value; Agri-Food Commercialization.

Abstract

This study analyzes the sustainable marketing and commercialization dynamics of “boca vieja” (Satanoperca spp.) as an underutilized freshwater resource with potential for territorial economic development in Panama. Despite its ecological availability and cultural relevance in local fishing communities, its market integration remains limited due to low differentiation, weak value chain articulation, and insufficient positioning strategies.

The research adopts a mixed-method approach with a non-experimental, cross-sectional, and descriptive-analytical design. Quantitative data were collected through structured surveys administered to consumers (n = 120) using Likert-type scales to measure perceived quality, purchase intention, and trust. These findings were complemented by qualitative insights obtained from semi-structured interviews with fishermen and local traders, allowing for a comprehensive understanding of both market perception and structural constraints.

The results reveal a moderate level of consumer acceptance, primarily influenced by perceived quality, product presentation, availability, and trust in origin. At the same time, significant barriers were identified, including limited consumer awareness, absence of quality certifications, restricted distribution channels, and weak commercial organization. However, the study also identifies strategic opportunities associated with territorial branding, sustainability narratives, value-added processing, and digital commercialization channels.

From a strategic perspective, the findings demonstrate that the commercial valorization of underexploited fishery resources depends not only on their biological availability but on their ability to generate perceived value through differentiation, traceability, and market-oriented positioning. The study contributes to the literature by integrating sustainable marketing and territorial development frameworks, providing a replicable model for enhancing the competitiveness of local value chains and promoting inclusive economic growth in emerging contexts.

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