ANALIZANDO LA COMPRA DE MARCAS PRIVADAS: EVIDENCIA EMPÍRICA DESDE CHILE (Article published in Spanish)

Authors

  • Pedro Hidalgo Campos M.Sc. in Business, University of Kansas, USA. Ingeniero Comercial y Contador Auditor, Universidad de Chile. Profesor Asistente en Marketing e Investigación de Mercados, Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile, Santiago de Chile.
  • Pablo Farías Nazel Magíster en Finanzas, Universidad de Chile. Ingeniero Comercial, Universidad de Chile. Asistente de Investigación, Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile, Santiago de Chile.

Keywords:

Private labels, store brands, consumer behavior

Abstract

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 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.

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Published

2006-12-31

Issue

Vol. 22 No. 101 Oct-Dic 2006

Section

Research articles

License

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How to Cite

ANALIZANDO LA COMPRA DE MARCAS PRIVADAS: EVIDENCIA EMPÍRICA DESDE CHILE (Article published in Spanish). (2006). Estudios Gerenciales, 22(101), 85-100. https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/209