Browsing by Author "Mogrovejo Sarmiento, Cristina Patricia"

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    Estudio comparativo de las marcas blancas frente a las marcas tradicionales en el comportamiento de compra de productos no perecederos en la categoría de granos y cereales en retailers de la ciudad de Cuenca, periodo 2024
    (Universidad de Cuenca, 2025-07-01) Farfán Mendoza, Gabriela del Cisne; Mogrovejo Sarmiento, Cristina Patricia; Pesántez Vicuña, Saúl Fernando
    The objective of this study is to analyze and compare the purchase behavior of private label brands versus traditional brands in the grains and cereals category in retailers in the city of Cuenca. This research was carried out mainly considering supermarket chains such as “Supermaxi”, “Coral Hipermercados” and “Gran Akí”. The purpose is to answer the research question, which is focused on identifying the similarities and differences in the purchase behavior towards private label brands and traditional brands during the period 2024. The article was developed in two stages. The first one based on an exploratory research and the second one on a conclusive research of a cross-sectional descriptive type, using a structured survey as the main tool. The results obtained revealed that the urban population of Cuenca has a majority preference for traditional brands with a monthly purchase frequency.Customers who opt for private label brands prefer to purchase their products at “Supermaxi”, while buyers of traditional brands do so at “Coral Hipermercados”. In the case of buyers who consider themselves loyal to a retailer, they do not show a preference for a specific brand. However, in the context of the main purchase decision, differences were identified in those buyers who prefer private label brands; they buy these brands because they trust the retailer, which implies they can be categorized as rational buyers. On the other hand, those people who opt for traditional brands show a more impulsive behavior, which is characterized by unplanned purchases.