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Gestión del sentido de marca: Alpina vs Colanta

Author

Listed:
  • Cristian David Correa Murcia
  • Sebastián Peña Pinzón

Abstract

The present text analyzes the brand remembrance of two products of the same category but different brand: Alpina’s yogurt and Colanta’s yogurt. The objective was to identify which of the two brands does a better management of their product, for this, an experiment was performed to people between 18 and 28 years old where 5 sensorial channels were evaluated (touch, hearing, smell, taste, and sight). The results obtained were in favor of Alpina’s yogurt over Colanta’s yogurt in all five senses, especially sight.

Suggested Citation

  • Cristian David Correa Murcia & Sebastián Peña Pinzón, 2022. "Gestión del sentido de marca: Alpina vs Colanta," Econógrafos, Escuela de Economía 022638, Universidad Nacional de Colombia, FCE, CID.
    • Handle: RePEc:col:000176:022638
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    File URL: https://fce.unal.edu.co/media/files/CentroEditorial/documentos/econografos/EACP/econografos-EACP-41.pdf
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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