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Precio Versus Calidad en la compra de marca de distribuidor: Efecto moderador del posicionamiento del distribuidor

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Author Info

  • Óscar González Benito
  • Mercedes Martos-Partal

Abstract

Este estudio analiza de forma comparada el efecto de la sensibilidad al precio y de la percepción de calidad en la compra de la marca de distribuidor. Asimismo, analiza el papel moderador del posicionamiento en precio del distribuidor en dichos efectos. Los resultados empíricos obtenidos muestran que tanto la sensibilidad al precio como de la percepción de calidad están relacionados con la compra de marca de distribuidor. También muestran que, a media que la orientación al precio del distribuidor es menor, la compra de marca distribuidor está más explicada por la percepción en calidad y menos por la sensibilidad al precio de los consumidores.

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File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_elymbi7t5p_Docfradis2012_07.pdf
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Bibliographic Info

Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1207.

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Length: 24
Date of creation: Sep 2012
Date of revision: Sep 2012
Publication status: published
Handle: RePEc:ovr:docfra:1207

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Related research

Keywords: Marca de distribuidor; Sensibilidad al precio; Percepción de calidad; Posicionamiento en precio del distribuidor;

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