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Autor: Arboleda Arango, Ana MaríaTema: Marketing

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    Ítem
    New evidence on cognitive and behavioral consumer confusion when choosing me-too snack packages
    (Allied Academies, 2015-09-01) Alonso Cifuentes, Julio César
    A me-too brand is one that imitates the leading brand in a category, expecting consumers to quickly recognize its attributes. Although this is consistent with a categorization process, the me-too brand should not cause consumer confusion. This study evaluates consumer confusion because of: a) the presence of a leading brand next to a me-too brand, and b) the presence of the brand name on the package. This experimental design includes six categories of snacks (chocolate covered cakes, waffle cookies, chocolate chip cookies, crackers, lollipops, and gummy candy), for each of which we estimate three logit models to determine the probability of occurrence of: a) making an unexpected choice; b) consumer awareness; and c) consumer confusion (a and b simultaneously).
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    Ítem
    Estimación de un modelo econométrico para determinar el efecto de acciones de marketing en ventas de productos de cuidado personal en Colombia
    (Pablo de Olavide University, 2016-01-01) Alonso Cifuentes, Julio César
    The purpose of this study is to show marketing practitioners how to use econometric models to assess the effect of marketing actions. We use a database that includes the four competitors of a personal care product in Colombia with limited information for a period of six years. The study evaluates the effects of marketing actions on sales revenues for the three product subcategories: premium, midprice, and value. The results show that these effects are different for the three subcategories. This suggests that there is no general model to predict the consequences of marketing actions on sales revenues; marketers need to use statistical methods to assess the effect of their decisions. Finally, although our results cannot be extrapolate to other product categories or countries, our approach can be used to assess the impact of marketing actions on sales revenues in other product categories and industries.