Plan de inversión para la comercialización de productos de cuidado personal a base de maracuyá para la empresa Biogenna, ubicada en Aguas Claras de Upala, en barberías y salones de belleza del cantón de Liberia, Guanacaste
Fecha
2025-01
Autores
Arrieta Bonilla, Malloryn
Galdámez Serrano, Milady
Matamoros Garita, Ana Gabriela
Medina Fonseca, María Fernanda
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Universidad Nacional de Costa Rica, Sede Regional Chorotega
Resumen
La presente investigación tiene como propósito el desarrollo de un plan de inversión para la comercialización de productos de cuidado personal a base de maracuyá para la empresa Biogenna en barberías y salones de belleza del cantón de Liberia, Guanacaste.
Dentro de las problemáticas existentes, se encuentran la disminución de implementación de ingredientes naturales en los productos de cuidado personal, envases amigables con el medio ambiente y elaboración de los productos de manera artesanal. Actualmente son pocas las empresas o microempresas que se preocupan por la salud de los clientes y medio ambiente.
Por lo tanto, con el presente proyecto se resuelven las problemáticas debido al segmento de mercado, además Biogenna es una empresa comprometida con la salud y el medio ambiente, elaborando los productos de cuidado personal de manera artesanal, envases amigables con el ambiente y utilizando ingredientes naturales. Esto con el objetivo de que la empresa sea capaz de crecer dentro de los salones de belleza y barberías del cantón de Liberia, Guanacaste, por medio de la comercialización de los productos de cuidado personal a base de semillas de maracuyá.
Así mismo como objetivo general se determinó proponer un plan de inversión para la comercialización de productos de cuidado personal a base de maracuyá para la empresa Biogenna, ubicada en Aguas Claras de Upala, en barberías y salones de belleza de Liberia, Guanacaste.
Para ello se concretaron los siguientes objetivos específicos para el trabajo de investigación. En primer lugar; se elaboró un estudio de mercado para la determinación de la oferta y demanda de productos de cuidado personal a base de maracuyá, con el objetivo de
identificar los gustos y preferencias, conocer la oferta y demanda de productos de cuidado personal a base de maracuyá de Biogenna, y saber la intención de compra de estos productos en barberías y salones de belleza.
Así mismo, se desarrolló una estrategia de comercialización, que le permita a Biogenna incrementar las ventas de sus productos, utilizando diferentes herramientas que son esenciales para dar a conocer los productos, además aumentar el contacto de manera directa con los clientes y contar con distintos canales de distribución.
Como último objetivo se realizó una evaluación financiera que le permita identificar los recursos necesarios que requiere la empresa Biogenna para la comercialización de sus productos, además determinar la viabilidad del proyecto, medir la rentabilidad, a tener un mayor control de las entradas y salidas del dinero y analizar la situación financiera de la empresa.
Por otra parte, la metodología empleada en la investigación se clasifica como descriptiva y explicativa, y su enfoque es cuantitativo, ya que para el desarrollo de la investigación se necesitaron dados numéricos, que le permitan tomar decisiones a Biogenna y conocer la situación financiera de la misma.
Además, la población seleccionada se clasifica en finita o pequeña ya que se conoce el tamaño de la población en estudio, un total de 47 comercios entrevistados y se utilizó el censo como técnica de recolección de datos.
En lo referente a las fuentes de información se utilizaron fuentes primarias, ya que se realizaron entrevistas a la dueña de la empresa, acerca del proceso que conlleva cada uno de los productos de cuidado personal, así como información importante para la elaboración de la evaluación financiera de Biogenna.
De igual manera se realizaron entrevistas a los dueños de salones de belleza y barberías del cantón de Liberia, con el objetivo de desarrollar un estudio de mercado, para conocer la intención de compra, oferta y demanda de los productos de Biogenna.
En cuanto a las fuentes secundarias se utilizaron libros, tesis y páginas web, con el objetivo de brindar a las integrantes de la investigación un mayor conocimiento sobre el tema
The purpose of this research is to develop an investment plan for the marketing of personal care products based on passion fruit for the company Biogenna in barbershops and beauty salons in the canton of Liberia, Guanacaste. Among the existing problems, there is the decrease in the implementation of natural ingredients in personal care products, environmentally friendly packaging and the production of products in an artisanal way. Currently, there are few companies or micro-enterprises that care about the health of customers and the environment. Therefore, with this project, the problems due to the market segment are resolved. In addition, Biogenna is a company committed to health and the environment, producing personal care products in an artisanal way, environmentally friendly packaging and using natural ingredients. This with the objective that the company is able to grow within the beauty salons and barbershops of the canton of Liberia, through the marketing of personal care products based on passion fruit seeds. Likewise, the general objective was to propose an investment plan for the marketing of passion fruit-based personal care products for the company Biogenna, located in Aguas Claras de Upala, in barbershops and beauty salons in Liberia. To this end, the following specific objectives were established for the research work. First, a market study was carried out to determine the supply and demand for passion fruit-based personal care products, with the aim of identifying tastes and preferences, knowing the supply and demand for Biogenna passion fruit-based personal care products, and knowing the purchase intention of these products in barbershops and beauty salons. Likewise, a marketing strategy was developed to allow Biogenna to increase sales of its products, using different tools that are essential to promote the products, as well as increase direct contact with customers and have different distribution channels. As a final objective, a financial evaluation was carried out to identify the necessary resources that Biogenna requires for the marketing of its products, as well as determine the viability of the project, measure profitability, have greater control of the inflows and outflows of money and analyze the financial situation of the company. On the other hand, the methodology used in the research is classified as descriptive and explanatory, and its approach is quantitative, since for the development of the research numerical data were needed, which allow Biogenna to make decisions and know its financial situation. In addition, the selected population is classified as finite or small since the size of the population under study is known, a total of 47 businesses interviewed and the census was used as a data collection technique. Regarding the sources of information, primary sources were used, since interviews were conducted with the owner of the company, about the process involved in each of the personal care products, as well as important information for the preparation of the financial evaluation of Biogenna. Likewise, interviews were conducted with the owners of beauty salons and barbershops in the canton of Liberia, with the objective of developing a market study, to know the intention to purchase, supply and demand for Biogenna products. Regarding secondary sources, books, theses and web pages were used, with the objective of providing the members of the research with greater knowledge on the subject.
The purpose of this research is to develop an investment plan for the marketing of personal care products based on passion fruit for the company Biogenna in barbershops and beauty salons in the canton of Liberia, Guanacaste. Among the existing problems, there is the decrease in the implementation of natural ingredients in personal care products, environmentally friendly packaging and the production of products in an artisanal way. Currently, there are few companies or micro-enterprises that care about the health of customers and the environment. Therefore, with this project, the problems due to the market segment are resolved. In addition, Biogenna is a company committed to health and the environment, producing personal care products in an artisanal way, environmentally friendly packaging and using natural ingredients. This with the objective that the company is able to grow within the beauty salons and barbershops of the canton of Liberia, through the marketing of personal care products based on passion fruit seeds. Likewise, the general objective was to propose an investment plan for the marketing of passion fruit-based personal care products for the company Biogenna, located in Aguas Claras de Upala, in barbershops and beauty salons in Liberia. To this end, the following specific objectives were established for the research work. First, a market study was carried out to determine the supply and demand for passion fruit-based personal care products, with the aim of identifying tastes and preferences, knowing the supply and demand for Biogenna passion fruit-based personal care products, and knowing the purchase intention of these products in barbershops and beauty salons. Likewise, a marketing strategy was developed to allow Biogenna to increase sales of its products, using different tools that are essential to promote the products, as well as increase direct contact with customers and have different distribution channels. As a final objective, a financial evaluation was carried out to identify the necessary resources that Biogenna requires for the marketing of its products, as well as determine the viability of the project, measure profitability, have greater control of the inflows and outflows of money and analyze the financial situation of the company. On the other hand, the methodology used in the research is classified as descriptive and explanatory, and its approach is quantitative, since for the development of the research numerical data were needed, which allow Biogenna to make decisions and know its financial situation. In addition, the selected population is classified as finite or small since the size of the population under study is known, a total of 47 businesses interviewed and the census was used as a data collection technique. Regarding the sources of information, primary sources were used, since interviews were conducted with the owner of the company, about the process involved in each of the personal care products, as well as important information for the preparation of the financial evaluation of Biogenna. Likewise, interviews were conducted with the owners of beauty salons and barbershops in the canton of Liberia, with the objective of developing a market study, to know the intention to purchase, supply and demand for Biogenna products. Regarding secondary sources, books, theses and web pages were used, with the objective of providing the members of the research with greater knowledge on the subject.
Descripción
Palabras clave
ADMINISTRACION, INVERSION, COMERCIALIZACIÓN, PRODUCTOS, BELLEZA PERSONAL, OFERTA Y DEMANDA, AGUAS CLARAS (UPALA), LIBERIA (GUANACASTE), COSTA RICA, ADMINISTRATION, INVESTMENT, MARKETING, PRODUCTS, PERSONAL BEAUTY, SUPPLY AND DEMAND