PERFIL DEL CONSUMIDOR DE PRODUCTOS DE SÁBILA EN EL ÁREA METROPOLITANA DE MONTERREY, N.L.

The Aloe Vera industry in Tamaulipas operates as an oligopsony with frequent oversupply problems for the small producers. This situation leads to evaluate new business opportunities, such as transformation and sale of Aloe Vera final products in the metropolitan area of Monterrey, N.L. Since knowing the client's profile facilitates the design of more effective market strategies for the companies, it was carried out a study to determine the variables associated with bought product quantity by the families, and define the Aloe Vera products consumer's profile in Monterrey. The study researched on possible differences among the consumer and not consumers groups of Aloe Vera products, and it settled down as hypothesis that consumer characteristics of Aloe Vera products are related with the consumption levels of this type of products. Data were obtained of a sample of 40 selected elements in a random way. The instrument to obtain the information was a questionnaire applied by means of an interview to people that walked in Andador Morelos. The considered variables were: Purchase of Aloe Vera products, bought quantity and purchase value; besides variables to build the consumer's profile: Sex, marital status, schooling grade, occupation, ownership to a family, number of members, family role, type and level of household income. The data analysis was carried out with the SPSS statistical package using the Contingency Table (X2) (Barnard´s Test) for the case of the qualitative variables and the test of two independent populational means (t-Student test) for the quantitative variables. A correlation analysis was also made in order to identify the relationship of the variables with the consumption and purchase of Aloe Vera products. Results of Contingency Table (AC) (X2) showed that the qualitative variables with significantly higher level in the test (higher than 0.1) they were the variable sex, ownership to a family and occupation. On the other hand the t-Student test showed the existence of significant differences among the analyzed groups for the variable known products and the interviewees' age. Finally, the profile was built with the variables statistically significant