Gestión del sentido de marca: Alpina vs Colanta

Cristian David Correa Murcia and Sebastián Peña Pinzón

Econógrafos, Escuela de Economía from Universidad Nacional de Colombia, FCE, CID

Abstract: The present text analyzes the brand remembrance of two products of the same category but different brand: Alpina’s yogurt and Colanta’s yogurt. The objective was to identify which of the two brands does a better management of their product, for this, an experiment was performed to people between 18 and 28 years old where 5 sensorial channels were evaluated (touch, hearing, smell, taste, and sight). The results obtained were in favor of Alpina’s yogurt over Colanta’s yogurt in all five senses, especially sight.

Keywords: Brand Sense; senses; sensory channel; remembrance; product (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Pages: 18
Date: 2022-12
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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022638

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