Marketing research of sábila (aloe vera) cream of Aromas y Sabores del Desierto, Delicias, Chihuahua

Abstract

This project was a market research of an aloe cream company named Aromas y Sabores del Desierto located in Delicias, Chihuahua, which is responsible for producing this product. The company tried to know if its product had a market attractive to expand its production. The objective of this research was to measure the attractiveness of the market for people sensitive or dry skin, diabetes and who like natural creams, identify the tastes and preferences of consumers and distribution channels defined. The target population was the housewives in town Delicias, Chihuahua. This survey was conducted using a questionnaire as a data collection instrument, which I consist of 21 questions, and applied face to face. The sample size was 170 housewives. The main results indicate that 90.59% use cream, cream demand is on a dry skin 42.94%, 42.35% for normal, 13.53% and 0.59% extra dry both diabetic skin and for oily, the consumption is from one to four monthly creams, the type of packaging they prefer is the guy jar (100 g) and medium (200 g), the degree of acceptance of the aloe vera cream is good, so we can conclude that if there is a potential market.