Universidad Católica Boliviana "San Pablo"

ABSTRACT The present work makes reference to the study of sale of wild cacao collected by farmers and indigenous people from agroforestry Association of Indigenous Peoples of the South Amazon Beni with low incomes from the sale of wild cacao. These communities are assisted by the NGO Center for Research and Promotion of the Peasantry Farmers (CIPCA) that supports them in their development initiative to have better living conditions. Presents an analysis of the sector studies and the different variables that interact in the same, becoming the basic elements in order to determine which elements are to be addressed. After the respective study of the same, they present a proposal based on the development of a social marketing strategy, before the confirmation of the hypothesis posed at the beginning of this work, detailing the objectives, target market and marketing strategies social and ecological to be used.