Abstract

ARBOLEDA ARANGO, Ana María; DUQUE ROA, Natalia  and  ESCOBAR SAA, Andrea. The me-too strategy: a similar product with a distinctive name placed alongside the leader. cuad.adm. [online]. 2015, vol.31, n.54, pp.80-87. ISSN 0120-4645.

This study explains the probability of consumer confusion because of the use of the me-too strategy in function of having packages with distinctive brand names and placing the me-too alongside the category leader. This evaluation used the fried potato chip category whose market leader is Margarita and Fristas, a me-too product, was created. Two variable were manipulated through an experiment: having a distinctive brand name on the package (absent vs. present) and location on the display stand (next to the leader vs. me-too alone). The results show that having a distinctive brand name on the package affects the probability of confusion, such that the presence of the brand name diminishes the probability of confusion. Additionally, when the me-too product is alone greater probability of confusion exists than when it is next to the leader. This study confirms the importance of packages having a distinctive brand. Its main value lies in demonstrating that placing a me-too product next to the category leader is an accepted practice by preventing consumer confusion

Keywords : consumer confusion; package; imitation; me-too; snacks.

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