Dimensiones de la percepción de consumidoras jóvenes de marcas propias en la categoría vestimenta de tiendas por departamento de Lima Metropolitana en relación a la intención de compra
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Authors
Moras Cornejo, Brenda KellyIssue Date
2020-07-10Keywords
Comportamiento del consumidorMarca propia
Percepción del consumidor
Retail
Consumer behavior
Own brand
Consumer perception
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Dimensions of perception of Young consumers of own brands in clothing category of department stores in Metropolitan Lima in relation to the purchase intentionAbstract
El surgimiento de las marcas propias aumenta la competencia dentro del canal minorista. Los esfuerzos de marketing empleados para las marcas propias las posicionan como una amenaza a las marcas de fabricante. El documento aborda el tema de las dimensiones de la percepción de la consumidora de marcas propias de la categoría vestimenta de tiendas por departamento. Las dimensiones: calidad percibida, precio percibido, imagen de la tienda, personalidad de marca y espacio de la góndola fueron tomados en cuenta para el análisis, todos en relación a la intención de compra.The emergence of own brands increases competition within the retail channel. The marketing efforts used for own brands position them as a threat to manufacturer brands. The document addresses the issue of the consumer's perception of own brands in the department store clothing category. The dimensions: perceived quality, perceived price, image of the store, brand personality and shelf space were taken into account for the analysis, all in relation to the purchase intention.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons