Brand Health de marcas de condones en Colombia

Lina Gabriela De Greiff López, Kevin Ricardo Romero Serrano, Tania Katerin Martínez Malagón and Juan José Rodríguez Guio

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

Abstract: Today, the brand of condoms has led the Top of Mind of Colombian consumers in that product category for the last few years. However, this year the brand had a reputational scandal due to a batch of defective condoms, which would help brands such as Durex and Duo to increase their popularity, penetrate the market in a better way and enter the minds, hearts and pockets of Colombian consumers and customers. This document evaluates the health of the three aforementioned brands, as well as the differences perceived by consumers in terms of recall, attitude and purchase for the three brands. For this purpose, a self-applied survey was conducted among Colombian men and women between 16 and 30 years of age, residents of the department of Cundinamarca, especially in the city of Bogotá D.C., who were students of the National University of Colombia, and who had used condoms at some point in their lives. At the end of the research, it became evident that the brands Today, Durex and Duo have a good, acceptable and regular brand health, respectively.

Keywords: Condoms; Brand Health; Brand Health Funnel (search for similar items in EconPapers)
JEL-codes: L81 M31 M37 (search for similar items in EconPapers)
Pages: 28
Date: 2022-11
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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022641

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