Consumer profile of aloe vera (Aloe barbadensis Miller) products in Monterrey, NL Mexico

Abstract

Extracts and concentrates of aloe leaf [Aloe barbadensis Mill. (syn. Aloe vera L.)] gel are widely demanded for the produc tion of cosmetics, health drinks and personal care products. The main problem with the processors of these products is the lack of consumer market. Due to the above, the objective of this study was to determine the consumer profile of aloe products in Monterrey, N.L. in northern Mexico. In the field trial, 80 consumer surveys of aloe products were used. The selection of items in the sample was performed using an ex ploratory study, the consumer choice was made at random, and surveys were applied to men and women over 18. The t Student and Chi-square tests for quantitative and qualitative variables were used respectively. A correlation matrix was built considering all the variables, then, two multivariate re gression models were designed and applied to make predic tions that confirm the cause-effect relationship between the amount of aloe products purchased by consumers and expen diture paid by buyers, as well as the relevant characteristics of the consumer profile. With the above, it was determined that consumers of aloe products are adult women, mothers, dedicated solely to housework. They are characterized by be ing loyal to the brand of choice, the more aloe products they know, the more they buy, and they heard about these prod ucts through television ads.