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

Author

Listed:
  • 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.

Suggested Citation

  • Óscar González Benito & Mercedes Martos-Partal, 2012. "Precio Versus Calidad en la compra de marca de distribuidor: Efecto moderador del posicionamiento del distribuidor," DOCFRADIS Working Papers 1207, Catedra Fundación Ramón Areces de Distribución Comercial, revised Sep 2012.
  • Handle: RePEc:ovr:docfra:1207
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_elymbi7t5p_Docfradis2012_07.pdf
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    More about this item

    Keywords

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

    JEL classification:

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

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