power of brands when buying

PODER DE LAS MARCAS A LA HORA DE COMPRAR

Abstract

The purpose of this article is to know what is the behavior of the consumer when buying and to be in front of countless brands already possessed in the market and with renown, which makes their choice more difficult; be these technological products, current fashion or simply lifestyle. In order to find out what the consumer's level of involvement is, it was decided to segment purchasing tastes and preferences into three categories: the first category or high level of involvement is computers and cell phones; the second category or medium level of involvement are sports shoes and the third category or low level of involvement are sodas and juices