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Precio Versus Lealtad Hacia La Marca En La Elección De Compra /

Author

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  • Rondán Cataluña, J

    (Universidad de Sevilla (España))

Abstract

Con este papel intentamos analizar la importancia que tiene el precio así como la lealtad a la marca en la elección de compra en productos de uso frecuente. Queremos investigar cuál de las dos variables citadas es más importante en dicha elección. Para ello hemos utilizado el logit multinomial jerárquico, modelizando en dos etapas la decisión del consumidor, en el primer nivel decide si comprar una marca de distribuidor o de fabricante y en el segundo elige la marca concreta. / In this paper we try to analyze the importance of prices and brand loyalty in purchase decision for frecuently purchased products. We want to study wich one of the two cited variables is more important in that election. For that reason we have used the nested multinomiallogit, modelling the consumer decision in two stages, in the first level the consumer decides to buy a manufacturer brand or a distributor brand and in the second level he chooses a concrete brand.

Suggested Citation

  • Rondán Cataluña, J, 2004. "Precio Versus Lealtad Hacia La Marca En La Elección De Compra /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 10(1), pages 165-188.
    • Handle: RePEc:idi:jiedee:v:10:y:2004:i:1:p:165-188
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