Examinando por Materia "Comportamiento del consumidor colombiano"
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Publicación Dime qué marca usas y te diré quién eres : cosificación de los tweens por el marketing de marca(Universidad EAFIT, 2009) Arévalo Silva, Erika; Uribe Correa, BeatrizPublicación Estrategias para grandes cadenas distribuidoras de marcas propias : sector de alimentos(Universidad EAFIT, 2009) Ferrer Serna, Isabel Cristina; Velásquez Giraldo, Luz EsneidaThis paper is an investigation project that seeks to propose positioning strategies regarding quality and price of standard food private labels for three of the most important chain stores in Colombia, with the purpose of increasing market share of this type of products. The strategies that will be presented are the result of an investigation about standard food private label consumer behavior carried out in four of the main cities of Colombia: Medellín, Cali, Bogotá and Barranquilla. Moreover, the current strategies of chain stores to achieve positioning of this products obtained from personal interviews with chain stores employees and point of purchase observations, will be taken into account.