Fidelidad del consumidor hacia las marcas propias en los canales de distribución

Abstract

The present article analyzed the loyalty of the consumer to the own brands in the distribution channels, through the behavior of purchase and consumption, where the positioning and acceptance of these brands could be observed due to their price, quality and benefits. Thus, as the concept of fidelity enters to play a fundamental role in the decision to buy the consumer towards the brand, taking into account that it involves feelings, experiences and desires. In addition, consumer loyalty may vary depending on the training and / or level of schooling (Liechtenstein & Burton, 1989), since there are consumers who proportionally associate low prices with low quality, which may influence the decision of Purchase, as well, the consumer begins to generate a loyalty to this, which passes from generation to generation. It is important to note that these types of brands are marketed in the self-service format and are characterized by having a different name (Davies, 1990), for example Ekono brand from the Éxito group. Today, own brands are the new modality of the retail business in Colombia, fidelity being a topic of special interest for marketing, for its recent applications to innovation, logistics and electronic commerce in various markets (Ramírez, Duque , & Rodriguez, 2013).