Influencia de la marca en la decisión de compra de productos en supermercado de Riobamba.

Abstract

The objective of this research was to identify the influence of the brand in the decision to purchase products in supermarkets in the city of Riobamba. To this end, the inductive methodology that starts from the hypothesis was applied; the brand influences the conumers decision to buy with respect to the leading, white and generic brand s on the observation and experimentation of the facts in order to reach the conclusion o the preferences of the target audience The deductive methodology and the criteria obtained was applied, from the target audience were applied, which were related in order to validate or invalidate the hypothesis. The experimental methodology allowed creating necessary conditions to observe the behavior of the individuals before a procedure in which variables, conditions and factors such as types brand, quality, price and flavor were controlled; allowed us to identify the differences between the brand types. It was concluded that the brand influences the decision of the consumers purchase with respect to the leading, white and generic brands, in addition it was deduced that there are potential factors that the consumer perceives at the moment of product choice.