TY  - JOUR 
TI  - Determinantes de una elección errada al escoger medicamentos de venta libre
JO  - Innovar: Revista de Ciencias Administrativas y Sociales; Vol. 20, No. 38
PB  - Universidad Nacional de Colombia
PY  - 2010
issn 0121-5051
AB  - This study evaluates the probability of confusion among consumers regarding six categories of over-the-counter medications. The estimates are based on an experimental design in which time and the presence of brands are the variables addressed. Additionally, it is controlled using recollection and consumption habits regarding brands. Using three types of analysis (contingency table, tree regression and logic regression), the results show that recollection and the presence of brands are the two variables that reduce the probability of confusion. The results are not applicable to other categories; however, recollection and the presence of brands do turn out to be significant variables when evaluating the probability of consumer confusion.
KW  - Confusión del consumidor
KW  - Consumer confusion
KW  - Imitación
KW  - Imitation
KW  - Medicamentos de venta libre
KW  - Over-the-counter medications
KW  - Categorización
KW  - Categorization
KW  - Negocios y management
KW  - Business
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Gestión Organizacional
UR  - http://hdl.handle.net/10906/78299
ER  -