Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Marcas propias

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Aspectos que inciden en el comportamiento de las marcas propias en América Latina
(2018) Kepes Bustamante, Julián; Gentilin, Mariano
Abstract: This paper addresses the main aspects both internal (organizational) and external (contextual) that affect the behavior of own brands in Latin America, which during the last decade have shown significant growth in some of the main economies for the region -- For that purpose, systematic research has been carried out based on the publications related to the topic between 2003 and 2018 on Redalyc database, which is complemented with some studies by expert consultants on the subject -- The findings show that consumer attitudes are de main fact that influence the behavior of de private label in LATAM -- Other facts of influence are the strategy, positioning and segmentation of own brands, as well as, marketing mix actions and innovation and the imitation of brands -- Those related to internal aspects that influence -- Regarding external factors, the main ones are the macroeconomic aspects, the trends of the FMCG market and the distribution channels, together with the consumer behavior already mentioned above