Exploración del comportamiento de mercado en el Valle de Aburrá del jabón corporal en barra de producción nacional

In Colombia, the market for soap is crowded with a large variety of brands. The majority of which are international brands that captivate the attention and funds of the consumer. The prevalence of multinational brands serves as a clear indicator of their competitiveness, innovation, and technological edge. In comparison to the international brands, there are national producers that prioritize establishing a name for themselves in the market. However, they aren’t as fortunate to have the same advantage as foreign brands. This study aims to identify the opportunities and the full potential of the body soap industry in the Valley of Aburrá with goals of contributing to its success. By virtue, this study requires the identification of producers, distributors, and the market structure of the geographic location in focus. Our methods resort to qualitative fundamentals which are descriptive, thorough, and focus on the analysis of information. Several data bases were accounted for along with relevant papers and literature, similar case studies, surveys, and the utilization of Mic-Mac Software. Ultimately, our results indicated that although there are potential opportunities in the market, national corporations do not have the tools to compete against international name brands

• Autores: Jaramillo Duque, Hans Stiven; Flórez Hernández, Luis Ángel
• Fecha de publicación: 2020
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/8013
• Acceso en línea: http://hdl.handle.net/10819/8013
• Palabra clave: Valle de Aburra; Estudio de mercadeo; Jabones corporales; Marketing study; Body soap; Mercadeo
• License: Atribución-NoComercial-SinDerivadas 2.5 Colombia