Precio percibido, lealtad e intención de compra de marcas blancas: estudio empírico en un supermercado ecuatoriano
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Los productos de marca blanca han adquirido con los años una creciente relevancia en las preferencias de los consumidores y en las políticas de gestión de los minoristas. El presente estudio tiene como objetivo investigar los factores que influyen en la intención de compra de productos de marca blanca, analizando cuatro variables que son la imagen de marca, el precio percibido, la calidad percibida y la lealtad. Los datos se recogieron mediante un cuestionario a una muestra de 384 clientes de la cadena de supermercados “Mi Comisariato” en la ciudad de Machala. Los resultados muestran que la intención de compra de los consumidores relacionada con los productos de marca blanca se ve influida con mayor fuerza por la lealtad hacia la marca y el precio percibido. El estudio proporciona indicaciones útiles sobre el rol de las marcas blancas en las estrategias de marketing de los minoristas para gestionar los surtidos y lograr diferenciación ante las marcas líderes.
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Evelyn Karolina Márquez-Peñaloza, Universidad Técnica de Machala - Ecuador
Mi nombre Evelyn Karolina Márquez Peñaloza, soy estudiante de la carrera de Mercadotecnia en la Universidad Técnica de Machala, actualmente estoy cursando el octavo semestre. En el ámbito investigativo he desarrollado una publicación de artículo científico y he desarrollado proyectos de investigación a nivel académico.
Gissella Karina Leiva-Riofrio, Universidad Técnica de Machala - Ecuador
Mi nombre Gissella Karina Leiva Riofrio, soy estudiante de la carrera de Mercadotecnia en la Universidad Técnica de Machala, actualmente estoy cursando el octavo semestre. En lo personal la elaboración de artículos científicos es satisfactoria, debido a la información relevante que se recopila, para así conocer la realidad del mercado por medio de los resultados.
María Fernanda Villavicencio-Rodas, Universidad Técnica de Machala - Ecuador
Docente – investigadora de la Universidad Técnica de Machala, Ingeniera en Marketing y Negociación, Magíster en Gestión Empresarial, Candidata a Doctor en Marketing por la Universidad de Valencia-España, Consultora de Marketing, Capacitadora calificada (SECAP). Seis años de experiencia en docencia universitaria en las cátedras de Marketing, Gerencia de Marketing, Marketing Internacional, Desarrollo de Productos, Liderazgo y Negociación. Docente Miembro del Colectivo de Vinculación y Miembro del Grupo de Investigación COMARK. Lugar
de residencia Machala-Ecuador.
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