Actitudes del consumidor hacia la marca de distribuidor y la marca de fabricante: productos utilitarios vs hedónicos
Abstract
Objetivo: Analizar comparativamente las actitudes de los consumidores hacia la marca de distribuidor y la marca del fabricante de dos clases de productos, una de naturaleza utilitaria y otra hedónica.
Metodología: Se compararon empíricamente las actitudes de 156 consumidores hacia una marca de distribuidor y dos marcas líderes de fabricantes de dos clases de producto, utilitaria y hedónica, del segmento de bienes de consumo, elegidas mediante entrevistas en profundidad. Los datos recabados posteriormente mediante encuesta se analizaron con pruebas estadísticas apropiadas al objetivo.
Resultados: Las actitudes de los consumidores hacia la marca del fabricante superaron sus actitudes hacia la marca de distribuidor para productos sustitutos. Adicionalmente, sus actitudes hacia la marca de distribuidor de un producto hedónico fueron mejores que sus actitudes hacia la misma marca del producto utilitario.
Implicaciones prácticas: Se presentan oportunidades y amenazas para fabricantes y distribuidores y se esbozan vías para su aprovechamiento y atención por parte de los gestores de marcas, en términos racionales y hedónicos según la clase del producto que se trate.
Originalidad/valor: Primera investigación conocida en su tipo centrada en las actitudes del consumidor hacia productos utilitarios y hedónicos de marcas de distribuidor y de fabricante. Se validan algunos planteamientos teóricos al respecto, se contradicen otros y se abre el debate para analizar el valor relacional de las marcas de distribuidor más allá de su estadio evolutivo.
Limitaciones: La muestra se centró en una sola ciudad mexicana.
Palabras clave: Actitudes; Marca de distribuidor/fabricante; Categorías de producto; Productos utilitarios/hedónicos.
[ENG]
Title: "Consumer attitudes towards the distributor brand and the manufacturer brand: utilitarian vs. hedonic products"
Abstract
Purpose: To analyze comparatively the attitudes of consumers towards the distributor brand and the manufacturer's brand of two kinds of products, one of a utilitarian nature and another hedonic.
Methodology: The attitudes of 156 consumers towards a distributor brand and two leading brands of manufacturers of two kinds of product, utilitarian and hedonic, of the consumer goods segment, chosen through in-depth interviews, were empirically compared. The data subsequently collected through a survey were analyzed with statistical tests appropriate to the objective.
Results: Consumer attitudes towards the manufacturer's brand exceeded their attitudes towards the distributor brand for substitute products. Additionally, their attitudes towards the distributor brand of a hedonic product were better than their attitudes towards the same brand of the utility product.
Implications: Opportunities and threats for manufacturers and distributors are presented and ways are outlined for their use and attention by brand managers, in rational and hedonic terms according to the class of the product in question.
Originality / value: First known investigation of its kind focused on consumer attitudes towards utilitarian and hedonic products of distributor and manufacturer brands. Some theoretical approaches in this regard are validated, others are contradicted and the debate is opened to analyze the relational value of distributor brands beyond their evolutionary stage.
Limitations: The exhibition focused on a single Mexican city.
Keywords: Attitudes; Brand of distributor / manufacturer; Product categories; Utility / hedonic products.
Full Text:
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European Journal of Applied Business and Management
ISSN: 2183-5594
DOI: https://doi.org/10.58869/EJABM
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