Resumen

LOPEZ CELIS, Diana María; SANDOVAL ESCOBAR, Maritza  y  CORTES PENA, Omar Fernando. Relation between the TRP'S levels, the measure of brand awareness and buying behavior in Colombian consumers. Psicol. caribe [online]. 2010, n.25, pp.30-55. ISSN 0123-417X.

The purpose of this research is to determine the existing relation between the Target Rating Point (TRP's) levels understood as the monthly cumulative index Television rating against the levels of visibility (brand and advertising knowledge), preference (favoritism) and behavior (buy and next buy), to identify main trends derived from these associations in a mass consumption category. With this aim TRP's levels in Television were taken as a central predictor variable as well as the brand visibility measurements (top of mind, spontaneous and assisted), preference measurements (favorite brand) and the buying variables (brand bought in the last month and next brand to be bought) classified in the set of criterion variables. The design of this study is longitudinal in trend with K samples; the general sampling of the study includes a set of 4,104 added records derived from the replication of 58 monthly samples of 500 both male and female participants with ages between 12 and 60 years from strata 2 to 6 within a period between January 2004 and October 2008. Main findings enhance the establishment of associations statistically significant among the TRP's levels (low - medium and high) and the differential behavior of each of the 3 brands assessed within the category in relation with their visibility, preference and buying levels.

Palabras clave : TRP'S; Visibility; Preference; buy; next buy; contingency analysis; Television; mass consumption; longitudinal design.

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