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Compra de marcas de distribuidor y estilos de vida: una segmentación latente de los consumidores

Author

Listed:
  • María del Carmen Alarcón del Amo
  • Andrés Cúneo Zúñiga
  • Pilar López Belbeze

Abstract

Las marcas del distribuidor (MDD) han experimentado un fuerte crecimiento en la mayoría de los mercados, suscitando un enorme interés en el ámbito académico y profesional. El presente trabajo estudia la elección de marca de champús, basado en los valores y estilos de vida del consumidor, realizando una segmentación latente. Los resultados muestran la existencia de un segmento caracterizado por comprar grandes marcas y MDD, donde valoran la publicidad pero buscan promociones y ofertas, manifestando una conducta de compra inteligente. Frente a este segmento hay otros dos muy marquistas en su comportamiento y en sus actitudes donde tiene poca cabida la MDD.

Suggested Citation

  • María del Carmen Alarcón del Amo & Andrés Cúneo Zúñiga & Pilar López Belbeze, 2013. "Compra de marcas de distribuidor y estilos de vida: una segmentación latente de los consumidores," DOCFRADIS Working Papers 1307, Catedra Fundación Ramón Areces de Distribución Comercial, revised Dec 2013.
    • Handle: RePEc:ovr:docfra:1307
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    More about this item

    Keywords

    Segmentación latente; Marcas fabricante; Marcas distribuidor; Estilos de vida; Compra de champús;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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