La incidencia de la marca distribuidor en la percepción de compra del consumidor en la ciudad de Loja, 2016.

Abstract

The present investigation refers to the study of the products of the distributor brand of the supermarkets: Supermaxi and Hypermarket Gran Aki. These in turn form part of the Favorite Corporation S. A.We studied the effects, reactions and changes that place these products in consumers' perception of purchase, the relative level of acquisition of them due to the lack of knowledge of their characteristics; also in the absence of familiarization with them, what causes the consumers have the perception that these products are of low quality compared to the manufacturer brand; It is also observed that the main products of dealer brand purchased by consumers are those of supplies, home cleaning supplies, care of clothes and personal hygiene. Consequently, a proposal has been created to improve marketing of products with less acceptance on the part of consumers. Raise awareness of the attributes through promotion, communication and advertising strategies of product techniques that will strengthen the brand in the mind of the consumer.