Resumen

HIDALGO CAMPOS, PEDRO  y  FARIAS NAZEL, PABLO. ANALIZANDO LA COMPRA DE MARCAS PRIVADAS: EVIDENCIA EMPÍRICA DESDE CHILE. estud.gerenc. [online]. 2006, vol.22, n.101, pp.85-100. ISSN 0123-5923.

As of 2003 private brands held shares of overall supermarket sales of 8% in Argentina, 2% in Brazil, 5% in Chile, and 5% in Colombia. In light of their success in Europe, private labels in Latin America have a huge potential. Yet the question needs to be raised as to why private brands have not secured a larger market share in Latin America . Gaining acceptance of private brands on the part of less-intensive buyers is a key to achieving this goal. The purpose of this paper is to assess the degree to which intensive buyers differ from less intensive buyers of private brands in terms of psychographic variables. A study conducted at supermarkets allowed, among conducta del consumidor other things, documenting the differences between intensive and less-intensive buyers of private brands. The authors present their conclusions along with their implications to administrators and researchers

Palabras clave : Private labels; store brands; consumer behavior.

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