Study of market conditions for the marketing of solid shampoo

Abstract

The research work aimed to analyze the feasibility of the business model "Solid Shampoo IUHCAYO" in Guadalajara. Shampoo IUHCAYO consists of the launch of an organic product for hair care, which aims to offer a healthier product that is also organic and environmentally friendly. It aims to replace liquid shampoo products with solid stick shampoo, thus reducing the use of plastic packaging in addition to reducing harmful hair chemicals with this organic product. In addition to having high standards of quality and exceptional service. Through a probabilistic sampling, individuals were located who contacted the guadalajara metropolitan area who subsequently shared the instrument until a sufficient sample and with the specific characteristics of our Segment. The type of questions used was that of closed questions, multiple selection with only answer. Finally, this market research concludes that at least for the sample studied, the product is feasible from a marketing and marketing perspective and it is recommended to apply more research tools in order to deepen and study the acceptance of bar shampoo. General Objective. Identify the availability of the market to acquire the Shampoo bar in the Metropolitan Zone of Guadalajara. Methodology. A quantitative study was conducted taking as a data collection tool a survey applied in the Metropolitan Zone of Guadalajara to a representative sample of 1,067 surveys of men and women over the age of 18 with a confidence level of 95% and a margin of error of 3%. The survey was conducted by simple random subsampling by clusters and random home routes. Contribution. This study has three important purposes: 1. Incorporation and participation of students from the career of Engineering in Development and Business Innovation in project initiated pro students of TSU Environmental Technology to identify areas of commercial opportunity of the product. 2. Awareness and active participation of the university community, consumers and the general public in relation to the sustainability and care of the environment. 3. The results of the study will serve as the basis for the design and realization of a business plan.