Marcas de fabricante y marcas de distribuidorla lucha por el consumidor preocupado por el valor
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Universidad de Murcia
info
- Vázquez Casielles, Rodolfo (coord.)
- Juan A. Trespalacios Gutiérrez (coord.)
- Eduardo Estrada Alonso (coord.)
- Celina González Mieres (coord.)
Argitaletxea: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo
ISBN: 978-84-8367-357-7
Argitalpen urtea: 2011
Orrialdeak: 161-177
Mota: Liburuko kapitulua
Laburpena
Due to the economic crisis, the improved in quality and their lowest prices, store brands impose currently significant competitive threats against national brand in attempting the value-conscious consumers segment. Initially, value consciousness has been considered as a psychological characteristic of the individual. This research analyses the antecedents of value consciousness (perceived category risk, category experience, and quality perception between national and store brands). It also analyses the relationship between value consciousness and perceived price unfairness of national brands.