摘要：Nowadays the sell of bottled water has increased its importance in the majority of the countries of Latin America, important investments of transnational and native capital are being made for its development . This paper presents the results of a study of the market needed by the farmers of the town of Azinyahualco, Municipal of Chilpancingo, Guerrero State, México. These land owners want to commercialize the water, produced by a natural source, in the urban and sub-urban zones for the municipal Acapulco, where more tan the 25% of the population of the State of Guerrero live. The objective of this paper is to obtain the needed knowledge of the market, to evaluate the economic feasibility of the development of a new brand, for establishing a purifier plant for introducing it in the market. A survey sampling was designed. The sample size was of 2496 households. The characteristics of offer, the market regularities were determined. The structure and consuming habits were established. The potentialities of the market were estimated and the market niches, where the product could be introduced, were determined. The loyalty of the consumers for the brands was analyzed. Decision trees techniques were used for designing a marketing strategy for the new purified water brand.
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