MARCAS PRIVADAS: FACTORES QUE INFLUYEN EN LAS DECISIONES DE COMPRA DEL CONSUMIDOR.

Abstract

It's a fact that the importance of the brands increase in the global and regional contexts as well as in the national one, because of its growing presence in the selling points of the retail chains and due to the power they acquire according to the tastes and preferences of the consumers. In the current paper of bibliographical review, the core definitions of what a brand means will be covered, in order to later analyze the private brands along with the terms used to identify them, the differences between them, the national brands or their manufacturers, the different typologies and their relevance in the market. Afterwards, the consumer behavior is identified according to the variables that might influenced the purchase decision; getting to the conclusion that the perceived risk is one of the factors that is considered, by the literature, as the most sensitive one for the consumers when it's time to choose between a private and a national brand.