Perfil sensorial de marcas (Brand sense) y su efecto en el comportamiento del consumidor y el desempeño de las marcas, Saltín Noel vs Saltinas

Lina Gabriela De Greiff López and Laura Valentina Hoyos Cabrera

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

Abstract: Sensorial experiences in the marketing area that involve all or most of the senses of the human being allow a greater brand recall, where the link established between the brand and the consumer will allow a positioning in the mind of the consumer, helping to prefer the brand at the time of evaluation and purchase decision. In this document we seek to compare 2 Colombian brands, which are direct competitors and whose attributes are very similar, of the product category 'cookies', to see the degree of brand recall and differentiation through a sensory profile of brands, where we identify in which senses each of the brands must improve their management in order to continue improving to enter the minds of consumers and customers. However, it should be noted that the study also includes qualitative analysis, in which insights from the participants can be seen reflected on each of the brands, which will help each of them to discover the deep motivation that connects the consumer with the brand or a specific product of the same.

Keywords: Brand Sense; Consumer Behavior; Brand; Insight (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Pages: 22
Date: 2022-11
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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022640

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