Evaluación y comparación de salud de las marcas “Ariel” 'Fab' y “Top Terra”

Paola Andrea Espejo Pérez and Flor Ángela Sánchez Nítola

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

Abstract: The “Ariel” and 'FAB' brands have led the Top of Mind of Colombian consumers in the powder detergent category over the last years, and brands such as “Top Terra” have sought to increase their popularity. This document evaluates the health of the three brands and the differences perceived by customers in terms of recall, attitude, and purchase. To this end, a survey was carried out among Colombian men and women between the ages of 18 and 50, residents of the city Bogotá, who are independent or who are seeking independence in the short or medium term. The analysis showed that “Ariel”, 'FAB' and “Top Terra” have good, acceptable, and regular health, respectively. In addition, it was shown that there is no great differentiation between the “Ariel” and 'FAB' brands.

Keywords: powder laundry detergent; brand health; brand health funnel (search for similar items in EconPapers)
JEL-codes: L81 M31 M37 (search for similar items in EconPapers)
Pages: 19
Date: 2020-10
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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022685

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