Abstract

SANDOVAL ESCOBAR, Marithza; ROBAYO PINZON, óscar; RINCON VASQUEZ, Juan Carlos  and  CORTES, Omar Fernando. Choice brand patterns as a function of changes in utilitarian and informational reinforcement levels in consume massive product categories. rev.latinoam.psicol. [online]. 2009, vol.41, n.3, pp.497-517. ISSN 0120-0534.

The present study search for the existing relation between the conformation of the consumer patterns purchase and the changes in the utilitarian and informational reinforcement levels that the consumers obtain from the consumption of the chosen brands. It was used a panel methodology with a total of 40 homes of socioeconomic layers 2 and 3 in the city of Bogota, raking of periodic way during a period of five months all purchase occasions for seven product categories of massive consumption. The results demonstrate that the measures of performance of the brands are similar to the obtained ones in previous studies. Secondly, and as a result of a new proposal of operationalization of the levels of reinforcement given by the brands, two significant factors in some product categories were obtained, which allow establishing of preliminary way the existence of an elasticity of "brand evaluation" and an elasticity of "situational evaluation". Finally, we propose a statistical model to weigh the influence of the demographic factors, situational factors and choice set on the amounts acquired by the consumers.

Keywords : consumer behavior; demand elasticity; purchase patterns; panel of consumers; behavioral economy; choice brand; BPM (Behavioral Perspective Model).

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