Investigación de mercado de subproductos derivados de Cannabis sativa en el cantón Ambato provincia de Tungurahua

Abstract

This study aimed to conduct market research on cannabis by-products in the Ambato canton, Tungurahua province. A non-experimental design was necessary to achieve this purpose because variables are absent. Instead, a survey-based approach was the basis for collecting quantitative data. The survey employed a questionnaire addressed to a sample of 382 individuals. The SPSS statistical program was essential to determine the Cronbach’s Alpha program. Values (1, 2, 3, and 4) employed to calculate Cronbach's Alpha coefficient were determined by following a sequence based on the descending order of agreement percentages from the survey data. The matrix for entering the statistical program was in Microsoft Excel. Furthermore, the research incorporated a literature search methodology, relying on exploring prior studies related to the topic, including books, articles, and web pages authored by experts in the research field. The study supports the promising use of cannabis sativa by-products in beverages, emphasizing the need for compliance with legal regulations for implementation. Similarly, the analysis revealed that energy drinks in Ambato are the most preferred, followed by hydrating beverages. In contrast, infusions and alcoholic beverages show less interest by consumers. This preference suggests a promising local market demand for energy and hydrating beverages with cannabis sativa by-products. The research concludes that there is substantial market potential for cannabis by-product beverages in Ambato. Therefore, close attention to legal regulations is imperative to ensure ethical and legal implementation.