Percepción de calidad de los consumidores de marcas del distribuidor en la categoría lácteos en los hipermercados en la ciudad de Cali

Distributor's brands have been changing with the passing of time. They have been evolving constantly leaving behind their raison d'être which used to distinguish them as salvation products for economic conjunctures. Today they are catalogued as very competitive brands which can equal or even improve manufacturers' quality ratifying that high quality does not mean higher prices. This paper has been developed to learn about (to show) the costumers' quality perception about distributors' brands in the city of Cali. To do so, lactose category has been selected along 4 hypermarkets in the city. A pre-test done in a previous investigation determined the intrinsic variables (taste, texture, vigency) and extrinsic variables (price, container, brand) more point by the consumers. After that, 237 surveys will be done to determine the facts that incide in the purchase and consume decision out of 4 of the most important hypermarket in the city of Cali as La 14, El Exito, Macro and Alkosto.

• Autores: Hurtado Viáfara, Julián Alberto; Posada Gómez, Jennifer
• Fecha de publicación: 2015
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/3096
• Acceso en línea: http://hdl.handle.net/10819/3096
• Palabra clave: Marcas del distribuidor; Marcas del fabricante; Extrinsic; Intrinsic; Productos lacteos; Hipermercados; Productos de marca - Mercadeo; Productos de marca
• License: http://purl.org/coar/access_right/c_abf2