Marcas privadas: Relevancia e incidencia en el comportamiento del consumidor

Cynthia Plaza Manyoma, Ma. Elizabeth Arteaga García

Resumen


Este artículo tiene como objetivo analizar losconceptos concernientes a lo que es una marca,y de allí profundizar sobre las marcas privadas,su terminología, distinciones respecto a lasmarcas nacionales o de fabricantes, tipologías eimportancia en el mercado. Además, se señalacómo es el comportamiento del consumidor segúnlas variables que pueden incidir en su decisión decompra, para concluir que el riesgo percibido es unode los factores soportado por la literatura como elmás decisivo para los consumidores al momentode querer escoger entre una marca privada y unamarca nacional.

Citas


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