Estudio De Mercado sobre la Comercialización de la Hoja de Yute en Costa Rica para Poblaciones Indígenas del Caribe

Abstract

The document presents a study of the potential market for jute leaf in Costa Rica, focusing on Indigenous populations and using the Association of Indigenous Women of Bajo Chirripó (ASOMIDITZE) as a case study. In recent years, the demand for organic and sustainable products has increased significantly, creating both opportunities and challenges for the commercialization of jute leaf.
Using a mixed-methods approach that analyzes both qualitative data (perceptions, attributes, and opinions) and quantitative data (quantities and numerical indicators), an exploratory study was conducted with 175 establishments, 74% of which use or consume jute leaf. The study collecte d information on consumption behavior and the product’s profitability. The findings reveal that, despite jute’s potential as a sustainable resource, there are significant barriers that limit its access to new markets. It is crucial that indigenous groups that work with jute leaf develop marketing strategies that include the identification of internal and external factors that affect their performance, as well as the creation of a distinctive brand image contemplating the customs, traditions
and differentiating elements exclusive to their ethnic groups. This study underscores the importance of effective market analysis, not only as a means for product viability in emerging sectors, but also as a tool for the social and economic development of vulnerable
communities. Finally, a replicable model is proposed to optimize administrative and marketing processes that allows ASOMIDITZE and other indigenous groups to improve their competitiveness, thus contributing to the well-being of their community and to progress in the development of sustainable products.