El valor de marca de los productos de alimentación. Análisis y caracterización de los consumidores de leche
2009
Damico, A.B.
This is a research work on brand equity based mainly on the models by Aaker and Keller. We hypothesized that the milk buying preferences of Pamplona city (Spain) consumers are conditioned by the value that the brands add to those goods, its brand being the main attribute of the milk. Our objectives were: to position the different brands, to identify the attributes most appreciated by the sample, to segment them per utilities, and to verify the existence of brand equity and its dimensions. Bivariate and multivariate analyses were mainly used. Relevant conclusions about the characteristics of the consumer, of the product preferred by the sample, and of the attributes most appreciated in the milk were obtained. It was possible to position the milk brands and identify the usefulness of a series of attributes segmenting these per advantages sought
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