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Factores de atracción de la compra inteligente en el sector de la alimentación

Author

Listed:
  • Josep-Francesc Valls
  • Carolina Luis-Bassa
  • Roger Pagà Peris

Abstract

Este estudio explora los factores clave en la compra inteligente, destacando la optimización de precio y calidad, junto con la innovación en el punto de venta. Mediante una encuesta a 1.100 consumidores españoles y análisis clúster, se identifica que la relación calidad-precio es el principal impulsor de las compras de marcas propias (MP), mientras que la innovación asociada a la conveniencia tiene un rol secundario. Los resultados muestran que las MP han evolucionado hacia competidoras fuertes de las marcas de fabricante (MdF), especialmente entre consumidores sensibles a la calidad-precio, y revelan perfiles diversos con implicaciones estratégicas para el marketing.

Suggested Citation

  • Josep-Francesc Valls & Carolina Luis-Bassa & Roger Pagà Peris, 2025. "Factores de atracción de la compra inteligente en el sector de la alimentación," DOCFRADIS Working Papers 2502, Catedra Fundación Ramón Areces de Distribución Comercial, revised Feb 2025.
    • Handle: RePEc:ovr:docfra:2502
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/yz7rp_DOCFRADIS_2025_2502.pdf
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    More about this item

    Keywords

    Compra inteligente; marcas propias; marcas de fabricante; calidad-precio; conveniencia;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • C1 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General

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