Abstract
This article focuses on analyzing the neuroeconomic decisions in cocoa producers and the impact of this methodology on the productivity of fair trade organic cocoa producers on the population of Nuevo Bambamarca, province of Tocache, Peru. The main elements of the methodology are the incentive phase of associativity, the alignment phase to macro trends, the prospecting phase of the country to be exported to, the prospecting phase of the type of niche market, the prospecting phase of fair participation, the innovation and design phase of the prototype, the standardization phase of the raw material technical specifications for collection, the strengthening phase the producer’s commitment, the learning phase of the producer in crop management, and the evaluation phase of productivity in the field. This research study is pre-experimental, cross-sectional, explanatory, and descriptive. The experimental group made up of 20 fair trade organic cocoa producers of the Cooperativa Agroindustrial Naranjillo obtained on average a profitability of 143 EUR per campaign higher than the control group made up of 20 producers of conventional cocoa that did not belong to the cooperative who obtained a loss of −642 EUR per campaign, even with the same purchase price of 1.92 EUR per kg for both cases during the 2011 campaign. It is concluded that Hypothesis 1 is met, it shows that the cooperative innovation methodology of prospecting for fair trade organic niche encourages the productivity of producers of the experimental group with respect to the control group.
Highlights
The 20 conventional cocoa producers not belonging to the cooperative would impact the management of the average yield production curve through good agricultural practices not structured by a cooperative [2,18]
The 20 producers of organic cocoa and fair trade belonging to the wouldgroup, impact the the average yield production curve
20management producers of of organic cocoa and fair trade belonging through good agricultural practices by the Cooperative to the cooperative would impact thestructured management ofcooperative the average(the yield productionInnovacurve tion andgood
Summary
Economic crises could be the ideal experimental context for analyzing the impact of learning theory on cooperative organizations, taking into account that change manifests itself from the process of decision-making in humans that initiate the adaptation of their microworlds [1] driven by emotional and rational aspects. According to Kahneman’s research [4], the business-focused decision-making process should be analyzed taking into account each human being from an emotional aspect that is part of system 1: called “Fast” that is guided by institutions, associations, metaphors, and impressions) and on the other hand system 2: called “Slow” (which is guided by focus, deliberation, and effort) that has to do with cognitively analyzing the results
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