Estudio de mercado de fertilizantes naturales de Bio Vida en la provincia de Pichincha-cantón Cayambe

Abstract

The present market study about natural fertilizers produced by Bio Vida located in Cayambe city pretended to generate specific information about the target market to introduce a new fertilizer to help improve its business activity, position the product and increase the number of sales. For this study, a field research was developed with a target population of 24,507 people dedicated to agriculture and a survey that was applied to a sample of 194 farmers in Cayambe city along with instruments to collect information from primary and secondary sources. The results obtained indicate that the company shows deficiencies such as a poor organization, collaboration and knowledge. It was also determined that 57.9% of farmers accept Bio Vida products with a special preference to Biol and Bocashi. Cashflow company shows positive numbers for the next five years with an increasing trend, with a positive Net Present Value (NPV) of $ 8,075.87, after recovering the initial investment and the Internal Rate of Return (IRR) of the project is up to 48%. Therefore, company shareholders are recommended to launch this project.