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Analizando la compra de marcas privadas: Evidencia empiríca desde Chile

Author

Listed:
  • PEDRO HIDALGO CAMPOS
  • PABLO FARÍAS NAZEL

Abstract

tabancon una participación de lasventas en supermercados de 8% enArgentina, 2% en Brasil, 5% en Chiley 5% en Colombia. El potencial de lasmarcas privadas en América Latinaes enorme si se observa el éxito quetienen en Europa. Sin embargo, cabepreguntarse por qué las marcas privadasno han alcanzado mayores participacionesde mercado en AméricaLatina. El logro de estos resultadospasa por conseguir la aceptación deeste tipo de marcas por parte de loscompradores menos intensivos demarcas privadas. Luego, el objetivode este artículo es evaluar el gradoen el cual compradores intensivosde marcas privadas y compradorespoco intensivos de marcas privadasdifieren en términos de variablespsicográfi cas. Un estudio realizadoen supermercados permitió, entreotras cosas, documentar en qué difieren compradores intensivos y pocointensivos de marcas privadas. Lasconclusiones e implicaciones paraadministradores e investigadores soncomentadas por los autores.

Suggested Citation

  • Pedro Hidalgo Campos & Pablo Farías Nazel, 2006. "Analizando la compra de marcas privadas: Evidencia empiríca desde Chile," Estudios Gerenciales, Universidad Icesi, August.
    • Handle: RePEc:col:000129:004147
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