Marcas de fabricante y marcas de distribuidorla lucha por el consumidor preocupado por el valor

  1. Mariola Palazón Vidal 1
  2. Elena Delgado Ballester 1
  1. 1 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

Livre:
Estrategias competitivas en canales de distribución comercial tradicional "versus" on-line
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Juan A. Trespalacios Gutiérrez (coord.)
  3. Eduardo Estrada Alonso (coord.)
  4. Celina González Mieres (coord.)

Éditorial: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-357-7

Année de publication: 2011

Pages: 161-177

Type: Chapitre d'ouvrage

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Résumé

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.

La source de données: Dialnet