INVESTIGACIÓN COMERCIAL SOBRE PREFERENCIAS DE LOS CLIENTES AL PRODUCTO JABÓN TOCADOR LIS

Market research is a current topic that allows us to get closer and closer to satisfying the needs of customers. The objective of this paper is to develop a commercial investigation to find out the preferences of customers regarding the Lis toilet soap product. To fulfill this objective, the following methods and techniques were used: document analysis, direct observation, brainstorming, combined sampling procedure, customer surveys, perception importance matrix, and computer tools such as Microsoft Visio 2010, SPSS statistical software and EndNoteX7 for managing bibliographic references. Among the main results, it is obtained that the characteristics of the product that the company must pay the most attention are: durability, aroma and texture, for this it is proposed that the entity review its production system and the product formula in order to improve the aforementioned characteristics.