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La Eleccion De Marca En Productos De Compra Frecuente

Author

Listed:
  • BEGOÑA PERAL PERAL

    (Universidad de Sevilla)

  • F. JAVIER RONDÁN CATALUÑA

    (Universidad de Sevilla)

  • ENRIQUE C. DÍEZ DE CASTRO

    (Universidad de Sevilla)

Abstract

El objetivo de este trabajo es analizar si las familias son consistentes en su comportamiento de elección de marca, independientemente de la categoría de producto que adquieren. En concreto analizamos si la lealtad a una marca no depende de la categoría, si el hecho de que una familia muestre preferencias intrínsecas similares por varias marcas es común en distintas categorías, si la sensibilidad al precio es independiente del producto que se adquiera y si el peso de la dependencia del estado inicial es similar en distintos productos. Otro objetivo que nos proponemos es analizar el efecto que tienen sobre el comportamiento de compra las variables analizadas, así como poner de manifiesto cómo influyen de forma diferente en distintos segmentos de consumidores. Para alcanzar los objetivos de este trabajo, y dentro del marco de los modelos de elección discreta de utilidad aleatoria, optamos por un modelo de mezcla finita o de clases latentes.

Suggested Citation

  • Begoña Peral Peral & F. Javier Rondán Cataluña & Enrique C. Díez De Castro, 2011. "La Eleccion De Marca En Productos De Compra Frecuente," Revista de Economia Aplicada, Universidad de Zaragoza, Departamento de Estructura Economica y Economia Publica, vol. 19(1), pages 95-124, Spring.
    • Handle: RePEc:rev:reveca:v:19:y:2011:i:1:p:95-124
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    Cited by:

    1. Cuneo, Andres & Milberg, Sandra J. & Alarcon-del-Amo, Maria del Carmen & Lopez-Belbeze, Pilar, 2019. "Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands," European Management Journal, Elsevier, vol. 37(1), pages 117-128.

    More about this item

    Keywords

    comportamiento del consumidor; datos de panel; modelos de elección discreta;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C33 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Models with Panel Data; Spatio-temporal Models
    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions

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