Indicadores de rentabilidad en la producción y comercialización de pitaya en Huisichi, Tolimán, Jalisco

The study consisted of knowing the characteristics of production and forms of commercialization of the pitaya (Stenocereus queretaroensis) and define the stages of commercialization in the sale of fresh fruit, mixed fruit and fruit processed through two channels of marketing (producers and intermediaries) to determine the profitability indicators: relationship benefit/cost (b/c), net present value (VAN) and internal rate of return. Surveys and interviews with producers (10 people), whereas variables quantitative and qualitative, conducted from March to June of 2017. Indicators of profitability (over the period of assessment) the most profitable were the stage one (E1) –sale of fresh fruit by direct sale– with a value of 2.60 and four (E4) –joint sale by direct sale and intermediaries –with an estimate on the b/c ratio of 1.66. Fort the VAN was a utility of $16,973,149.27 (E1) and $14,524,556.35 (E4). In relation to the TIR was obtained a profitability of 174.62% and 122.30%, for these two scenarios. It was concluded that higher yields in the direct sale of production, are obtained what will allow them to extend the shelf life time and the period of marketing of the pitaya.